Shai Gilgeous-Alexander’s ‘Free Throw Merchant’ Reputation Trends After NBA Finals Game 1 [PHOTO]
SGA’s “Free Throw Merchant” Joke Follows Him Into Game 1 of the 2025 NBA Finals
It took less than 12 minutes into Game 1 of the 2025 NBA Finals for fans on social media to start joking about Shai Gilgeous-Alexander doing his “signature move”—drawing contact and heading to the line. In a now-viral post, one user captioned a screenshot of the Oklahoma City Thunder star at the free-throw line with, “Just turned the NBA Finals on and SGA is already doing his signature move 🔥.”
The post captures a familiar scene for Thunder fans: SGA, calm and focused, preparing to shoot with Pacers defenders surrounding him. But for the broader NBA audience, it was an immediate cue for one of the league’s most persistent memes—that SGA might just be the league’s reigning “Free Throw Merchant.”
The Play That Sparked the Memes
The moment occurred late in the first quarter with OKC leading 29-20 and 25.3 seconds remaining, broadcast live on ABC. It was a familiar sight: Gilgeous-Alexander at the line, crowd roaring, and defenders left wondering how they got caught again. The Thunder would go on to lose a tight game, 111-110, but SGA finished with 38 points, 5 rebounds, and 3 assists in 40 minutes—including 8 trips to the free-throw line.
However, throughout most of the game, it looked like the Thunder would cruise to victory. OKC had a historically dominant regular season. Going 68-14, they have one of the best records in NBA history. As a result, their franchise player, SGA, won the regular season MVP award. Some people expected them to make quick work of the Indiana Pacers.
SGA’s ability to draw fouls and get to the free throw line was a big reason why.
SGA and the Art of Drawing Fouls
Shai Gilgeous-Alexander has built a reputation for his uncanny ability to draw fouls, often called “foul baiting” by critics and “Free Throw Merchant” by meme culture (and Doris Burke). It’s a skill that involves manipulating defenders—through timing, body control, and sometimes theatrics—to draw contact and get to the line. While controversial, it’s a vital component of SGA’s offensive toolkit.
In the 2024-25 regular season, SGA averaged 8.8 free throw attempts per game, ranking second in the NBA. Through 17 playoff games before the Finals, he maintained that average with 9.12 attempts per game. It’s a high-volume, high-efficiency strategy: he shot 87.5% from the stripe in Game 1, consistent with his playoff performance.
The Meme and the Divide
The term “Free Throw Merchant” has followed SGA throughout his breakout MVP season. During ESPN and ABC coverage, even veteran commentator Doris Burke has acknowledged the discourse around how often SGA gets to the line.
A May 20, X post just two weeks ago joked about SGA “practicing” foul baiting during warmups. On May 22, Bleacher Report shared a quote from Trey Murphy III, who defended the strategy: “It’s a part of the game. You can’t blame him… He’s almost exploiting a rule, to an extent. But you still have to be skilled enough to do it.”
Critics like @LakeShowYo on X, however, remain vocal. One post on May 26 showed a video compilation of questionable fouls and captioned it, “SGA gotta be stopped. This isn’t basketball.”
Thunder vs. Pacers in the 2025 NBA Finals
The Finals matchup between the Indiana Pacers and the Oklahoma City Thunder marks the first NBA Finals featuring two small-market teams since 2002. Both franchises are chasing their first-ever title. OKC entered the series with a league-best 68-14 regular-season record, while Indiana emerged from a deep East after eliminating the Knicks.
Tyrese Haliburton helped the Pacers get to the NBA Finals with a series of clutch shots at the buzzer. How he’s ended games ended seasons for promising teams. SGA admitted the Pacers were a fun team to watch. Now, he’s seen how they get it done, firsthand, at his own expense, on his home floor.
With the spotlight brighter than ever, every aspect of SGA’s game is under scrutiny—including his foul-drawing tactics. His Game 1 stat line was elite, but it’s the trips to the line that drew the most attention.
Historical Perspective
SGA’s 8.8 FTA per game in his MVP campaign puts him alongside some of the greatest in NBA history. His free-throw volume ranks 27th among MVPs, nestled between Michael Jordan (1997-98, 8.8 FTA/G) and Kobe Bryant (2007-08, 9.0 FTA/G).
In both instances, the aforementioned players went to the NBA Finals, just like SGA. However, with Jordan winning, while Kobe lost, how SGA performs determines how well his free throw baiting does when it comes to winning championships.
But comparisons also come with criticism. Like James Harden before him, SGA is polarizing—some say he bends the rules, others argue he masters them. And the league has taken note: the NBA introduced anti-flopping penalties in 2023-24 and previously tweaked its interpretation of unnatural shooting motions. Yet, enforcement remains inconsistent.
Will It Matter?
Despite the jokes and side commentary, foul drawing remains a cornerstone of SGA’s success. In high-stakes matchups, being able to slow the game down, stop the clock, and get free points is invaluable. Whether fans love it or loathe it, the numbers prove it works.
One thing about it, SGA has become a household name. Whether he loves it or loathes it, his free throw strategy has become a part of his brand. Now, both hardcore and casual NBA fans can’t wait for him to get to the foul line.
The diehard fans are split between his actual fans and opposing fans. As a result, they either enjoy this or hate it. Meanwhile, the casual fans are only watching SGA get to the line solely for the jokes behind it. Regardless, the Pacers and Thunder have put on a show tonight that will definitely get dissected in the morning.
As Game 2 looms, one thing’s for sure: if you turn on the Finals, SGA will probably be at the line.
And fans? They’ll be tweeting.