When the Cavaliers opened their Center‑Court Team Shop, they enlisted Machine Gun Kelly’s UNDN Laqr to shake up traditional fan merch with gender‑fluid nail color. Underdogs captured the chemistry.
Experiential
Industry
Sports
Year

Five roaming cameras, a drone dive through skylights, and a backstage interview booth branded in matte‑pink polish. We stitched footage overnight, treating TikTok’s scroll like a sports highlight reel.

The final 60‑second sizzle dropped at sunrise: high‑fives, quick swipes of enamel, Kelly’s grin reflected in a mirror‑polished court logo. Still frames hit Getty before doors reopened, licensing out to Billboard and Hypebeast by noon.
The UNDN x Cavs activation was a standout moment that brought culture, sports, and style together under one roof. With MGK making a surprise appearance to showcase his new nail polish line, the energy was electric. Fans got an unforgettable experience that celebrated Cleveland pride, creativity, and community—all made possible through a powerful collaboration with the Cavs. It was more than an event; it was a statement about what happens when local passion meets global vision.













