Production

LeBron James Family Foundation

Industry

Community

Innovation

Year

2023

ESTABLISH THE VISION

After two sold-out apparel collaborations with ILTHY®, the LeBron James Family Foundation saw the opportunity to level up their retail strategy. They brought in Underdogs to help turn their growing product line into a fully realized brand experience—one that reflects the Foundation’s values and fuels its mission.

BUILD THE BRAND

We collaborated closely with the LJFF team to develop purpose-driven apparel and accessories that resonate with their audience. From design direction and material sourcing to messaging and packaging, every product was crafted to carry the “We Are Family” spirit. A clean, consistent visual identity tied the collection together, extending across physical tags, hangers, displays, and more.

ROLL OUT THE EXPERIENCE

Underdogs took over day-to-day creative production, leading product photography, seasonal lookbook shoots, and web visuals. We also managed monthly email campaigns that blended storytelling with sales, and we maintained the retail website to ensure smooth shopping and backend performance.

GALVANIZE THE COMMUNITY

Beyond merch, this was about movement. Drops were timed around community milestones—school openings, Foundation events, and LeBron’s hometown visits—allowing every launch to feel bigger than the clothes. We leveraged LJFF’s built-in community and extended reach with targeted messaging and intentional content strategy.

OUTCOMES

Underdogs teamed up with ILTHY and the LeBron James Family Foundation to create an exclusive apparel collection that blended purpose with powerful design. The success of the collaboration led to an ongoing relationship, with the Foundation bringing Underdogs on to design and produce custom pieces for their retail shop at House Three Thirty. The impact reached far beyond the shelves—select pieces from the collection have even been seen worn by LeBron James and Travis Kelce, further cementing the partnership’s cultural relevance and reach.