Underdog Apparel

A BRAND AS BOLD AS THE UNDERDOGS IT REPRESENTS

The Underdog logo honors the historic moment in Jason Kelce’s 2018 Super Bowl speech in which he steadfastly defended his team and teammates. The 2018 Super Bowl Champion Eagles were all but counted out. Several pundits called them “underdogs” despite their stellar record. In response, Jason and his teammates Lane Johnson and Chris Long wore rubber dog masks to a game, owning their “hungry dog” identity and putting the critics in their place. Underdog’s branding honors Philadelphia and uplifts the underdog in all of us.

CREATIVE DIRECTION: DEFINING A NEW WAVE OF PHILLY SPORTS CULTURE

We led the creative direction for Underdog’s first apparel line, shaping a collection designed to generate meaningful revenue for the causes it supports. Collaborating with local illustrator Bruno Guerreiro, we developed a suite of limited-edition “sports nostalgia” t-shirts celebrating both active and retired Eagles players. To bring the vision to life, we curated the creative partners and oversaw two photoshoots in collaboration with REC Philly. The first took place at NovaCare, the Eagles’ official training facility, where 14 players generously stepped in as models, helping launch a line rooted in impact, storytelling, and enduring Philadelphia pride.

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LAUNCH: IGNITING OPPORTUNITY FOR THE NEXT GENERATION

We orchestrated and produced the launch event celebrating both Underdog’s first apparel line and the philanthropic mission behind it, bringing together leaders, innovators, and creators from across Philadelphia. In partnership with Coded by Kids, the foundation beneficiary, the event marked the beginning of a new chapter rooted in community impact and opportunity. The celebration followed an incredible debut for the brand—raising $100,000 in its first three days—and served as a moment to honor that momentum, unite supporters, and set the stage for the work ahead.

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