Shai Gilgeous-Alexander’s lawyers issue cease & desist to Underdog for game mocking flops
Sports prediction market company Underdog received a cease-and-desist about its promotion that makes fun of Shai Gilgeous-Alexander drawing fouls.
Underdog created a version of the popular board game “Operation” in which the buzzer went off for a foul anytime he was touched called “Unethical Hoops.” The company had a contest during Game 3 to give away 100 copies of the game.
In a letter dated May 22, 2026 obtained by The Athletic, Eric Fishman of law firm ArentFox Schiff LLP, representing Gilgeous-Alexander, asked 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 also asks that all board games be destroyed and that Underdog not use Gilgeous-Alexander’s name, image or likeness without his permission.
Phoenix Suns forward Dillon Brooks played the game in the ads that were on the Unethical Hoops website and social media. As of Wednesday evening, the website was still live.
Gilgeous-Alexander shooting a lot of free throws has been a topic of discussion as the Thunder have become the best team in the NBA, winning the 2025 NBA Championship. He’s been accused of foul baiting and flopping, leading to whether his style of play is “ethical.” In the last four seasons, including the playoffs, he has attempted 391 more than the next-closest players.
The “ethical” discussion picked up after San Antonio’s Victor Wembanyama used the term.
That’s still a topic during the playoffs He’s made 120 free throws this postseason compared to 114 field goals. The media have even taken to trying to keep count of how many times Gilgeous-Alexander falls during games to draw fouls. The Underdog contest in Game 3 asked fans to quote a post on X/Twitter every time Gilgeous-Alexander fell for a chance to win the Unethical Hoops game.
Gilgeous-Alexander was asked about being called a “flopper” by fans in San Antonio during the Western Conference Finals.
“It does nothing,” Gilgeous-Alexander said. “Doesn’t fuel me, doesn’t discourage me. It’s part of the game. I’ve been dealing with it a long time. I don’t really hear it. I’m focused on what’s going on on the court.”