Strategy / Marketing / Experiential
Industry
Sports
Year
2024
When the team transitioned to the Guardians, the conversation wasn’t just about a new name. It was about what that name represented.
Underdogs partnered with the organization on select Free T-Shirt Friday campaigns — using the platform to spotlight local artists and small businesses while reinforcing the cultural meaning behind “Guardians.”
Collaborated with local Cleveland artists on exclusive T-shirt designs
Helped tie artwork to themes of diversity, community, and civic pride
Integrated small businesses and creative voices into game-day moments
Supported storytelling and promotion around the drops
The goal wasn’t just to give away shirts.
It was to create cultural relevance inside a stadium.
A franchise name change can feel corporate.
We focused on grounding it in real Cleveland culture.
Artists weren’t decorative.
They were part of the identity.
Game-day giveaways became opportunities to elevate local talent and reinforce inclusivity.
Free T-Shirt Fridays became more than a promotion.
They became community-driven moments tied to the new era of Guardians baseball.
It helped connect the name change to something tangible — art, culture, and representation.
Production / Experiential
Sonic 3
Production / Experiential
Tetris
Experiential
Cleveland Cavaliers X UNDN
