Underdog – Turning a challenger into a unicorn

We entered a category already dominated by giants, where the likes of DraftKings and FanDuel were firmly in control. We weren’t early. We weren’t the biggest. We were the underdog. And we embraced it. In a market defined by massive budgets, league deals, and constant regulatory hurdles, we took a different approach. Instead of chasing the competition, we built a brand rooted in who we were and a product designed for an audience others had lost sight of. Real sports fans. We spoke their language. We respected their knowledge. We built something for people who truly "Know Ball".

This connection turned users into fans and fans into advocates. Before long, Underdog wasn’t just another app. It became a daily habit, earning a coveted place with our fans on the couch alongside the games.

I led brand building and creative from the ground up, assembling and guiding a team that helped transform Underdog into a category contender and cultural presence. The results followed. In just a few years, Underdog reached a $1B+ valuation, achieved unicorn status, and generated over $500M in revenue. We didn’t have the biggest budgets. Just the conviction to build it right.

Because when you know ball, there’s only one place to prove it. Underdog.

VIDEO / SOCIAL CONTENT