Shai Gilgeous-Alexander caught flak on Wednesday after news broke that his lawyers sent a cease-and-desist letter to Underdog Sports. The action came after the sports prediction market and fantasy sports company poked fun at the Oklahoma City Thunder superstar’s frequent accusations of foul-baiting with its “Unethical Hoops” board game promotion.
A day later, Front Office Sports reported that Underdog is “refusing” to halt the campaign, with the defiant decision receiving overwhelming support from the NBA world.
NBA World Backs Underdog After Shai Gilgeous-Alexander’s Lawyers Target Viral ‘Unethical Hoops’ Game
Gilgeous-Alexander has faced mounting backlash throughout the playoffs, as the reigning back-to-back MVP has routinely embellished contact and tumbled to the floor in an effort to get to the free-throw line.
SGA flopped twice in 6 seconds and didn’t get the call either time 😭 pic.twitter.com/RTj6EyJFC3
— BrickCenter (@BrickCenter_) May 29, 2026
The 27-year-old experienced a tight whistle in Thursday’s 118-91 Game 6 Western Conference finals road loss to the San Antonio Spurs, attempting just 3 free throws en route to a playoff-low 15 points on 6-for-18 shooting (33.3%). Even so, he has attempted a league-high 123 free throws this postseason, 20 more than any other player and 3 higher than his made field goal total (120) through 14 outings.
Underdog sought to capitalize on the flopping narrative by introducing “Unethical Hoops” early in the conference finals, an Operation-style board game that buzzes whenever contact is made with Gilgeous-Alexander’s body.
The company used Dillon Brooks, who took exception to Gilgeous-Alexander’s foul-drawing tactics after his Phoenix Suns’ swift first-round exit at the hands of OKC, to debut the game on social media on May 22. A giveaway contest ensued, with the winners of the 100 copies set to be announced on Friday.
The Athletic’s Jason Jones reported Wednesday that Eric Fishman of law firm ArentFox Schiff LLP sent a letter requesting Underdog to “permanently cease and desist from any and all use of Mr. Gilgeous-Alexander’s NIL in any and all media, including but not limited to your website (including the Unethical Hoops Website), apps, social media accounts, digital marketing and advertisements, promotional emails, push notifications, affiliate or influencer placements, and any physical goods including but not limited to the board game advertised on the Unethical Hoops Website.”
The letter reportedly demanded that “all board games be destroyed and that Underdog not use Gilgeous-Alexander’s name, image or likeness without his permission.”
This hasn’t changed Underdog’s approach to its “Unethical Hoops” promotion, though, as per Front Office Sports’ Ben Horney, the company is “refusing to bend” to legal pressure.
Underdog is REFUSING to bend after an attorney for SGA sent a cease and desist about the “Unethical Hoops” board game making fun of him for foul bating, per @FOS
Underdog will not stop promoting the game 😭pic.twitter.com/3hBUZ3SPeb https://t.co/xZFZT3Rt7w
— Hater Report (@HaterReport) May 28, 2026
The report added that Underdog “has not taken down the website, and there’s no indication it intends to acquiesce to Gilgeous-Alexander’s demands,” with one company spokesperson noting that they “like to have some fun with whatever is in the sports fan zeitgeist.”
The retort quickly won over the NBA community on X, with countless users voicing their approval.
“Stand on business,” one user wrote.
Stand on business.
— Coach B (@b_9098) May 29, 2026
“They need to TRIPLE DOWN AND SELL THE F*Q OUTTA THIS,” another exclaimed.
They need to TRIPLE DOWN AN SELL THE FUQ OUTTA THIS
— basurapanda9 (@basurapanda9) May 29, 2026
“That’s how you do them dirty unethical MVPs.😂☝️” one observer quipped.
Thats how you do them dirty unethical mvps.😂☝️
— Wolf (@riverwolf0518) May 28, 2026
“Fried that flopper 😂😂” another joked.
Fried that flopper 😂😂
— Tyler Herro Muse ☆ (@danhurleyuconn) May 28, 2026
“Underdog isn’t giving up, and we are all behind Underdog 😭😭😩😩😩,” one user affirmed.
Underdog isn’t giving up and we are all behind underdog 😭😭😩😩😩
— 𝑳𝒂𝒃𝒊𝒔𝒕𝒂 𝑮𝒓𝒆𝒆𝒏𝒘𝒐𝒐𝒅 🤍 (@UtdLabista) May 28, 2026
“Hold your ground @Underdog,” another urged.
Hold your ground @Underdog pic.twitter.com/NFp6A4R2CH
— 𝓛𝓪𝓽𝓲𝓷𝓛𝓮𝓰𝓪𝓬𝔂 (@LatinLegacy) May 28, 2026
Meanwhile, others pushed back on the idea of Gilgeous-Alexander’s camp succeeding if it opts to file a lawsuit.
“Clearly falls under fair use law as parody,” one observer reasoned.
Clearly falls under fair use law as parody pic.twitter.com/lLzemQNksw
— 👑King John👑 (@KingJohnTX) May 28, 2026
“There is no grounds for that bogus cease & desist, they are not using his name or his team name. They could only argue his likeness, which could be argued at court,” another opined.
there is no grounds for that bogus cease & desist, they are not using his name, or his team name, they could only argue his likeness which could be argue at court
— TacoKnowsBall (@TheAngryMexa) May 28, 2026
Gilgeous-Alexander’s representatives reportedly “did not immediately respond to a request for comment.” In the meantime, the Thunder standout faces immense pressure to bounce back in Saturday’s do-or-die Game 7 home clash.
