Shai Gilgeous-Alexander cease-and-desist, explained: Why Thunder star wants ‘Unethical Hoops’ board game ‘destroyed’
Shai Gilgeous-Alexander has accomplished just about all there is to accomplish in the NBA, between two MVPs, a championship and a Finals MVP, but his in-game tactics have rubbed more than a few NBA fans the wrong way.
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Gilgeous-Alexander’s detractors see his attempts to get to the free throw line as blatant foul-baiting and often flopping, and that narrative has gone corporate, with fantasy platform and prediction market Underdog Sports producing a board game mocking the Thunder star’s «Unethical Hoops» tactics.
Now, Gilgeous-Alexander and his representatives are taking action against the brand.
Here’s a look at why Gilgeous-Alexander is sending a cease-and-desist letter to Underdog Sports.
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Shai Gilgeous-Alexander cease-and-desist
After Underdog Sports created a board game parodying Operation called «Unethical Hoops,» intended to mock Gilgeous-Alexander’s foul-baiting tactic, the two-time MVP is sent the company a cease-and-desist letter to stop using his image and likeness.
The letter requests that Underdog Sports «cease and desist from any and all use of Mr. Gilgeous-Alexander’s NIL (name, image and likeness) 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,» and more.
As part of Gilgeous-Alexander’s demands, which were sent by law firm ArentFox Schiff LLP, Underdog Sports is being asked to destroy all «Unethical Hoops» board games.
Underdog Sports told Front Office Sports, however, that it is standing by its promotion. «We like to have some fun with whatever is in the sports fan zeitgeist,» the brand said. The «Unethical Hoops» website remains live.
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What is a cease-and-desist?
A cease-and-desist letter is typically a warning that one party is committing an illegal act and that legal action will be taken against that party if that illegal act continues.
A cease-and-desist letter itself isn’t legal action and doesn’t involve the courts, nor does it guarantee that the recipient is committing an illegal act. The government, however, can issue a cease-and-desist order that does carry legal weight.
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Shai Gilgeous-Alexander ‘Unethical Hoops’ board game
Underdog Sports created 100 copies of an «Unethical Hoops» board game, which parodies Operation and pokes fun at Gilgeous-Alexander’s foul-baiting tactics. As part of the game, the buzzer goes off any time the two-time MVP is touched.
«Shai has made hoops all about foul baiting and now you’re stuck guarding him in Underdog’s new board game,» the site says. «Don’t get baited. Steal the ball without getting whistled.»
Unethical Hoops, coming soon… pic.twitter.com/ANdHV4JTjr
— Underdog (@Underdog) May 21, 2026
Fans have referred to the Thunder’s style of play as «unethical,» and Spurs star Victor Wembanyama added fuel to the fire in December when he said he was proud to be part of «pure and ethical basketball» in what many interpreted as a shot at Oklahoma City.
Underdog deployed Suns veteran Dillon Brooks to help promote the game. The 100 copies of the game are set to be given out as part of a contest. Gilgeous-Alexander’s legal team doesn’t believe Underdog can legally use their client’s image and likeness to run the contest and give away the game.
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