Shai Gilgeous-Alexander has established himself as one of the most polarizing figures in recent NBA history, dividing opinion sharply among fans and critics.
Younger supporters are drawn to the Oklahoma City Thunder star, but the broader online consensus holds that he flops and flails excessively to draw fouls.
Fellow Canadian NBA player Dillon Brooks teamed up with Underdog Sports to advertise a board game called “Unethical Hoops,” directly targeting Gilgeous-Alexander’s on-court reputation.
The game mimics the classic “Operation” board game, in which players attempt to remove objects from a board through narrow openings without triggering a buzzer.
In the basketball version, players remove basketballs from a board that uses Gilgeous-Alexander’s likeness, poking fun at his perceived tendency to flop.
The reigning MVP is clearly not amused, as he has enlisted legal representation and sent Underdog Sports a formal cease and desist letter.
In a letter dated May 22, 2026, Eric Fishman of law firm ArentFox Schiff LLP, representing Gilgeous-Alexander, sent a direct and sweeping demand to Underdog Sports.
The letter 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, 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,” as reported by Jason Jones of The Athletic.
Gilgeous-Alexander’s camp is clearly determined to protect his name, image, and likeness from any unlicensed commercial use by third parties.
However, pursuing legal action is unlikely to soften the widespread criticism he already faces from detractors who question his style of play.
Critics have long pointed to his habit of falling and contorting his body in unnatural ways to draw contact and earn trips to the free-throw line.
Many observers argue he does not need such tactics to make a significant impact on both ends of the court, which may be why the criticism has been so persistent.
Ultimately, targeting winners tends to be a natural response from rivals and critics alike, and the Oklahoma City Thunder have been among the most successful teams in the league across the past couple of seasons.
