Under Armour doesn't seem to mind when its star athletes fall just short of a championship. It makes for a better story when the next chance comes around.
Something strange happened with Stephen Curry this season—well, stranger than his usual otherworldly feats. The real-life Stephen Curry started playing so ridiculously well that he began to outpace the NBA 2K16 Stephen Curry—which came as a surprise to game maker 2K Sports.
NBA star Stephen Curry is famous for shooting three-pointers. So, for each one he sinks during this year's postseason, Under Armour will honor him with a new three-second ad.
Under Armour recently showed you hundreds of Stephen Currys in an ad from Droga5. But of course, you only need one Stephen Curry to rewrite the NBA record books. And that's what we get in Droga's latest ad, which kicks off the 2015-16 NBA season by celebrating the Warriors point guard and his cosmic impact on the game of basketball.
While Adrienne Lofton has worked as a marketer for global brands like Levi's and Target, it's experience from her college years that gives her an edge. In the mid-'90s, Lofton was captain of Howard University's NCAA Division I volleyball team.
For athletes and performers at the peak of their game, success is never just handed over freely. Talent is honed with constant training, a daily commitment to being better than you were the day before.
Sorry, LeBron James, but rising star Stephen Curry is poised to be the marketing face of NBA All-Star Weekend in New York. Curry will star in a spree of new TV ads this week for sponsors Unilever, Express and Under Armour. His high profile will help position him as the league's next big athletic endorsement star in the vein of James, Kevin Durant and Kobe Bryant.
Thanksgiving may still be two weeks away, but the trickle of holiday commercials this week became a torrent, especially from retailers in Britain, who take their Christmas advertising responsibilities very seriously.
NBA stars are a festive bunch, with great timing to boot. They need both in the league's holiday campaigns. Last year, Dwyane Wade, Carmelo Anthony, Dwight Howard, Russell Westbrook and Joe Johnson impressively played the popular Christmas song "Carol of the Bells" just by bouncing basketballs (in a spot that soared to more than 8 million views). Now, here's the sequel—also from GS&P. It stars Kevin Durant, Derrick Rose, James Harden, Steve Nash and Stephen Curry shooting three-pointers at nets outfitted with Christmas bells—producing an even more impressive musical performance, this time of "Jingle Bells." LeBron James punctuates the song with a dunk at the end, then asks, "Please tell me the camera was on." It's a perfect spot. Like last year's spot, this one promotes special-edition uniforms, available for sale, that 10 teams will wear on their Christmas Day games this year. See a making-of video, plus credits, below.