In developing a new brand identity, the Cavs are creating a playbook other teams can follow. Designed in collaboration with Cleveland-born artist, Daniel Arshem’s design practice, Snarkitecture, the natural light drenched space spans 6,700 square feet and features Arsham-inspired design elements, including a two-story tall art piece inspired by a children’s marble run toy. The partnership also highlights how the Cavs are carving out a modernized brand identity through their newly designed team shop. With Machine Gun Kelly’s music career beginning in Cleveland, the Cavs partnership was a natural extension for UN/DN LAQR. To me, polish is not just a color, it’s an intention. When I do my nails, that’s me wearing my own thoughts and making a statement. “Nail polish serves as a true vessel of self-expression–I can express myself one way today and do it all again tomorrow with something different. “I don’t like to just stop at clothes when it comes to expressing who I am,” Machine Gun Kelly said on founding UN/DN LAQR.

Unlisted Brand Lab is a brand incubator co-founded by Candy Harris, a long-time marketing leader and former CMO of Stance Socks, and Steve Astephen, a recognized agent and founder of The Familie. Launched in 2021, UN/DN LAQR is a genderless nail polish brand created by Machine Gun Kelly in partnership with Unlisted Brand Lab. Fans can purchase the collection exclusively at the Cavs’ newly redesigned team shop, Center Court,” inside of Rocket Mortgage FieldHouse.

Named after Cavs basketball motifs, the collection’s three custom colors include: “216” (matte black), Larry O (gold) and “Let Em Know” (burgundy wine). The Cleveland Cavaliers and Machine Gun Kelly’s UN/DN LAQR have launched a nail polish collection featuring customized Cavs-inspired colors and nail decals.

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