When the Cleveland Cavaliers looked to tap into local culture through fashion, they turned to ILTHY® and Underdogs. The mission: create capsule collections that resonated with die-hard fans and streetwear heads alike—celebrating city pride, team heritage, and creative energy in one drop.
Branding / Experiential / Marketing
Cleveland Cavaliers x ILTHY
Industry
Sports
Year
2024
We partnered with the Cavs’ internal brand team to co-develop limited-edition ILTHY x Cavaliers apparel. From throwback graphics to bold type and civic iconography, each piece was rooted in Cleveland's identity. Designs were refined through official approvals, ensuring every detail passed both NBA standards and streetwear taste tests.
Underdogs led creative direction across campaign photo + video shoots, game-time visuals, and digital content. Launch day included activations inside Rocket Mortgage FieldHouse, with in-arena promotions, LED screens, and Team Shop displays that transformed merch into a moment.
We turned drops into experiences—activating through giveaways, influencer placement, and real-time social content. Players, fans, and community members alike repped the gear courtside and online, blurring the line between fanwear and fashion.
Underdogs played a key role in bringing the ILTHY x Cavaliers collaboration to life—launching a collection that was featured in the team shop and promoted in-arena during games. The partnership sparked major fan engagement and led to three more collaborations. For each drop, Underdogs developed creative campaigns that celebrated Cavaliers history, spotlighting iconic figures like Austin Carr, Mark Price, Mike Fratello, and Daniel Gibson. The result was a series of collections that blended streetwear with team legacy, resonating deeply with fans and the city.
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