’So Pathetic’ — NBA World Reacts As Shai Gilgeous-Alexander’s Lawyers Issue Cease and Desist Over ’Unethical Hoops’ Game
· Yahoo Sports
Shai Gilgeous-Alexander has been a lightning rod for criticism throughout the 2026 playoffs, with the Oklahoma City Thunder superstar’s divisive foul-drawing tactics stirring up the NBA world nearly every time he suits up.
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Underdog Sports took the narrative a step further by devising an Operation-inspired board game called “Unethical Hoops” to poke fun at the reigning back-to-back MVP. Gilgeous-Alexander’s lawyers have since responded with a cease-and-desist letter, sparking mixed reactions, with many questioning the 27-year-old’s mental toughness.
Shai Gilgeous-Alexander’s Legal Team’s Response to ‘Unethical Hoops’ Game Divides NBA World
Gilgeous-Alexander is undeniably one of the league’s top offensive talents, having averaged 31.1 points per game on career-high 55.3% shooting across 68 regular-season games in his second MVP campaign.
Despite being arguably the NBA’s shiftiest, smoothest shot creator, his knack for embellishing contact and frequently tumbling to the floor has damaged his appeal to fans outside OKC. Gilgeous-Alexander has made a league-leading 120 total free throws in this year’s postseason, 6 more than his made field goal tally (114).
Underdog capitalized on the mounting backlash by unveiling its “Unethical Hoops” board game early in the Thunder’s Western Conference finals series against the San Antonio Spurs. The company partnered with Phoenix Suns wing Dillon Brooks, who previously voiced his frustrations with Gilgeous-Alexander after getting swept by OKC in the first round of the playoffs, to promote the game.
In a viral video, Brooks can be seen attempting to remove small balls from holes on the board using sensor-sensitive tweezers, with an alarm signaling a “foul” whenever contact is made with Gilgeous-Alexander’s body.
Underdog followed the release up by holding a contest to give away 100 copies of “Unethical Hoops” during Game 3, prompting a response from Gilgeous-Alexander’s legal team.
Per The Athletic’s Jason Jones’ Wednesday report, on May 22, 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.”
Moreover, the report noted that “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.”
While Underdog declined to comment, outside observers didn’t hold back, with numerous X users perceiving the news as a sign of Gilgeous-Alexander’s fragility.
“This is so pathetic,” NFL reporter Connor Hughes blasted the Thunder standout.
“How embarrassing, dude… Kobe [Bryant] is literally rolling over in his grave. RIP Mamba,” a retired New York Knicks content creator slammed Gilgeous-Alexander.
“SGA said that he don’t let the flopping sh*t get to him on the presser, then proceeds to start crying days later because there’s a game named after him for being a flopper 😭😭. Grown man, btw,” a Los Angeles Lakers supporter quipped.
“Nah, they really sending cease & desist over foul-bait jokes 😭. SGA got legal defense AND on-court defense now 😂😂,” another user jested.
However, others came to Gilgeous-Alexander’s defense, with a few X users highlighting the four-time All-Star’s most likely motive.
“Do you just approve of all image and likeness being used without consent/compensation? That’s what the C&D is about,” sports editor Charles Chaney opined.
“No professional business, especially one associated with the sport, should be making slandering remarks towards someone for profit,” another observer reasoned.
“The era we are in, most of these companies just care about initially going viral and will deal with the cease and desist once it comes. They got the benefit they desired by the time they’re asked to stop. Sucks, but that’s the social media era we live in,” NBA agent Nate Jones weighed in.
Regardless of Underdog’s next move, Gilgeous-Alexander’s league-wide villain role appears set in stone, especially with the Thunder just five wins away from becoming the NBA’s first repeat champions since 2018.