Underdog SportsCreative & Design
Underdog Sports - Lane Kiffin Dartboard
Underdog Sports has built a reputation for pushing the boundaries of stunt marketing and creating unexpected, highly shareable experiences. When Lane Kiffin made headlines by leaving his team to coach at a rival school, we turned the moment into a playful campaign. We designed custom dartboards and placed them in hundreds of bars across the cities of both teams ahead of their first meeting since his move, giving fans a chance to take their shots at the viral story. The stunt quickly gained traction online, turning a major college football storyline into a memorable moment for Underdog.
- Client
- Underdog Sports
- Category
- Creative & Design
- Services
- Creative Concept, Product Design, Production, Rollout
- Year
- 2026
When Lane Kiffin left Ole Miss for LSU, Underdog gave fans a target: his face, in a headset, dead center on a dartboard.
The Moment
Kiffin left Ole Miss for rival LSU after the 2025 regular season. On September 19, 2026, he brought LSU back to Oxford.
The Idea
Let fans take their shots. Custom dartboards and urinal screens put Kiffin’s face in bars across both teams’ cities, and a giveaway sent 50 boards to fans.
The Job
Concept, design, production and rollout of the dartboards and urinal screens ahead of the game.
We created a custom Lane Kiffin dartboard for Underdog Sports that quickly went viral. Turning one of college football’s most talked-about personalities into a playful, interactive brand moment, the project brought Underdog’s humor and personality to life in a way that got fans talking and sharing.
The Urinals
The same face went into urinal screens, so the joke followed fans into the bathroom. The internet called it elite level trolling.
