Experiential / Branding / Strategy / Marketing
Cavs x CPL
Industry
Sports / Culture
Community
Year
2026
THE MISSION
Ten years after one of the greatest comebacks in sports history, the Cleveland Cavaliers and Cleveland Public Library wanted to honor the 2016 NBA Championship with something worthy of the moment. Not a trophy case. A living experience. They tapped Underdogs to design and produce the creative activation behind the opening weekend — bringing together art, music, culture, and community at Brett Hall.
THE ACTIVATIONS
Underdogs served as lead creative and event planning partner, developing eight distinct activations that each told a different chapter of the championship story. We brought in the LJFF x ILTHY 2016 Collection for a fully branded pop-up. We organized a 15-foot Believe Mural reprint with a selfie activation and collectible postcards. We curated seven custom basketballs representing the road to Game 7, displayed chronologically in acrylic casing. And we commissioned a live painting through For Art's Sake — original artwork created on the floor of the exhibit, on display through January 3, 2027.
OPENING WEEKEND
E-V led creative direction across all activations and performed a DJ set for the private reception on opening night, with live filming captured on site. The LJFF x ILTHY pop-up ran both days, staffed by the Underdogs team, with proceeds benefiting the LeBron James Family Foundation. @imfromcleveland provided complimentary social amplification tied to the opening.
THE IMPACT
Eight creative activations across the opening weekend of a six-month exhibition. The project united LJFF, ILTHY, For Art's Sake, E-V, and @imfromcleveland into one cohesive cultural moment, anchored at one of Cleveland's most iconic civic institutions — and delivered through a sold partnership with the Cleveland Cavaliers and Cleveland Public Library.
More Projects
Strategy / Marketing
Real Good Foods
Strategy / Marketing / Branding / Experiential
The Loneliest Color
Production / Content / Marketing
Apex Skin
