Industry
Paint
Paint
Paint
Culture
Culture
Culture
Philanthropy
Philanthropy
Philanthropy
Year
2025
2025
Sherwin-Williams Loneliest Color Campaign
Industry
Year
SET THE SCENE
Offbeat Green isn't just a paint color. It's LeBron James' favorite color, the shade that runs through his Akron roots, and the centerpiece of a campaign that no one saw coming from a paint brand. Underdogs was brought in to build the creative infrastructure around Sherwin-Williams' third year of The Loneliest Color — a campaign that lives at the intersection of culture, community, and craft.
BUILD THE PRODUCT
Underdogs led creative development across the full product and campaign suite. Working alongside LRMR Ventures and Sherwin-Williams' PR and content teams, we co-designed a limited-run ILTHY x Sherwin-Williams x LJFF basketball and developed a full influencer seeding strategy built around two tracks: PRO cards for paint professionals and Creator cards for cultural influencers. Every touchpoint was tied to Offbeat Green and LJFF's mission.
BUILD THE DROP
The campaign deployed across influencer and media channels with custom copy, creative cards, and giveaway activations. Micro-influencers were briefed on messaging tied directly to LJFF's community work. Product was manufactured and distributed globally, with coordination across Sherwin-Williams' approvals, foundation sign-off from LRMR Ventures, and Underdogs managing the full timeline.
WHAT CAME OF IT
For the first time, this campaign proved that paint can carry culture. Offbeat Green became a rallying color across communities connected to LeBron James' mission in Akron. By grounding creative in philanthropy and streetwear simultaneously, the campaign reached audiences who rarely see themselves in home improvement brand stories. The Loneliest Color marks Underdogs' first campaign with Sherwin-Williams — a flagship collaboration between three brands with shared roots in community, culture, and craft.
