Production / Experiential
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.
“I Believe” became a street‑level mantra, painted in 30‑foot brushstrokes on downtown brick walls while midnight crews livestreamed the process.
Industry
Culture
Entertainment
Year
2024
A four‑day pop‑up offered VR sideline seats, laser‑etched dog tags engraved with personalized belief statements, and exclusive tees that sold out before Tuesday’s tip‑off.
Street tournaments pressed pause at crucial game minutes to project live scores on warehouse doors; winners were handed locker‑room‑ready victory shirts moments after buzzer‑beaters.
The pop‑up cleared $XXX K in under ten days, the #IBelieveCLE hashtag logged X M organic mentions, and Cavs‑branded Nike apparel saw a X % YoY sales surge—proof that belief sells.
“Our eco brand case study shows that combining product and brand expertise can solve problems, tell stories, and create exceptional experiences. “
Tommy Jacobson
Founder
