ESTABLISH THE PROJECT
Spring 2016. Cleveland’s championship drought felt biblical. Nike tapped Underdogs to turn a city’s fragile hope into unstoppable energy as the Cavs stormed the playoffs.
SPARK THE FAITH
“I Believe” became a street‑level mantra, painted in 30‑foot brushstrokes on downtown brick walls while midnight crews livestreamed the process.
ESTABLISH THE PROJECT
Spring 2016. Cleveland’s championship drought felt biblical. Nike tapped Underdogs to turn a city’s fragile hope into unstoppable energy as the Cavs stormed the playoffs.
SPARK THE FAITH
“I Believe” became a street‑level mantra, painted in 30‑foot brushstrokes on downtown brick walls while midnight crews livestreamed the process.
