Overview
- A cease-and-desist letter dated May 22, 2026 obtained by The Athletic says attorney Eric Fishman asked Underdog to permanently stop using Shai Gilgeous-Alexander’s name, image and likeness across websites, apps, social media, marketing and any physical goods.
- Underdog promoted a parody board game called Unethical Hoops or Unethical Hooper that spoofed the Operation game and featured a caricature of Gilgeous-Alexander, with a buzzer triggering on simulated fouls.
- Phoenix Suns forward Dillon Brooks appeared in Underdog’s promotional video and the company ran a giveaway for 100 copies, which helped the campaign go viral on social media.
- Media reports say Underdog had not publicly agreed to the demands and declined or did not immediately comment as of May 28, 2026, leaving the dispute unresolved while the playoffs continue.
- The episode highlights a broader tension between parody-style marketing and athletes’ NIL rights because turning a joke into a sold product raises legal and commercial questions about unauthorized use of a player’s likeness.