May 13, 2025
CLEVELAND — Cleveland Cavaliers owner Dan Gilbert had fans buzzing Monday night after the Cavs’ dramatic playoff win over the Indiana Pacers — and his viral post on social media only added fuel to the fire.
Following a nail-biting 112-109 victory in Game 4 of the Eastern Conference Semifinals, Gilbert took to X (formerly Twitter) with a message that quickly racked up tens of thousands of likes and shares.
“This is what Cleveland basketball is all about. Heart. Grit. Belief. Let’s finish what we started. #LetEmKnow #CavsNation”
The post, accompanied by a photo of Donovan Mitchell mid-roar and a sea of roaring fans at Rocket Mortgage FieldHouse, captured the emotion of the night. Mitchell’s 38-point performance and a clutch defensive stop by Evan Mobley in the final seconds sealed the win, giving the Cavaliers a 3–1 series lead over Indiana.
Gilbert, who has owned the franchise since 2005, has been notably active online during this playoff run — a stark contrast from previous seasons when he kept a lower public profile. Fans have embraced his energy, with many commenting that his posts feel like a rallying cry for a city hungry for another title.
“He’s locked in just like the team is,” one fan replied. “You can tell this means everything to him.”
Others were quick to point out Gilbert’s use of the hashtag #LetEmKnow — a marketing slogan introduced by the Cavaliers last year that has since become a staple in team culture.
With the Cavaliers just one win away from their first Eastern Conference Finals appearance since 2018, the buzz around Gilbert’s post is only intensifying the excitement in Cleveland.
The Cavaliers will look to close out the series in Game 5 back in Indianapolis on Wednesday night.
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