Experiential
Industry
Sports
Year
When the Cavaliers launched a collaboration with UNDN LAQR — the nail brand founded by Machine Gun Kelly — the goal was to introduce something unexpected into the arena environment.
This wasn’t traditional team merchandise. It was fashion and identity intersecting with basketball culture.
Underdogs led campaign capture and launch content around the activation.
Directed and produced launch-day photography and video
Captured behind-the-scenes access inside the Center-Court Team Shop
Managed multi-camera coverage for dynamic social edits
Delivered rapid-turn recap content
Helped shape the visual tone of the collaboration rollout
MGK’s brand carries cultural weight in Cleveland.
Bringing UNDN LAQR into the Cavaliers ecosystem signaled something broader — self-expression, individuality, and a new type of fan presence inside the arena.
The content needed to reflect that shift.
Launch visuals extended the moment beyond the arena.
The collaboration felt like a cultural crossover rather than a retail drop.
Underdogs didn’t just capture it.
We positioned it.
