Why Video-Game Stephen Curry Is Thrilled About Real-Life Stephen Curry's MVP Award

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. Now, on the occasion of the Golden State Warriors guard being voted the first unanimous MVP in NBA history, Under Armour and 2K Sports are teaming up for a fun stunt that involves helping NBA 2K16 Curry get a little better, so he can match the real thing. Starting at 6 p.m. ET on Thursday, NBA 2K16 players will be able to download a roster update that will make video-game Curry an even better shooter—his rating will be maxed out at 99 for 30 hours, in a reference to his jersey number. The 99 rating is the best ever for any player in the game. To promote the stunt, Under Armour and agency Droga5 created the fun ad below, in which video-game Curry is shocked at what real-life Curry can do on the court. Droga5 tells AdFreak that the agency wanted to beyond an MVP celebration and instead create an experience that fans could enjoy. "Stephen Curry's impact on the game of basketball is immeasurable," said Kip Fulks, chief marketing officer at Under Armour. "His game, coupled with his will to dominate, is unlike anything we've ever seen in the NBA. Stephen's cultural reach off the court is equally transcendent. At Under Armour we are thrilled and humbled to be alongside Stephen on this journey, and look forward to his continued perseverance in making himself a better athlete every single day." CREDITS Client: Under Armour Campaign: The New Level Launch Date: May 10 Agency: Droga5 NY Creative Chairman: David Droga Chief Creative Officer: Ted Royer Group Creative Director: Tim Gordon Senior Copywriter: Ben Bliss Senior Art Director: Evan Schultz Designer: Toga Cox Chief Creation Officer: Sally-Ann Dale Head of Broadcast Production: Ben Davies Executive Broadcast Producer: David Cardinali Associate Broadcast Producer: Isabella Lebovitz Head of Interactive Production: Niklas Lindstrom Head of Print Services: Rob Lugo Executive Design Director: Rob Trostle Senior Print Producer: Alyssa Dolman Retouching Studio Manager: Michelle Leedy Retoucher: Peter Gibson, John Ciambriello Global Chief Strategy Officer: Jonny Bauer Group Strategy Director: Harry Roman: Sam Matthews: Strategy Director Newman Granger: Junior Strategist: Senior Communications Strategist: Hillary Heath Group Account Director: : Julian Cheevers Account Director: : Bola Adekoya Associate Account Manager: Scott Bubis Senior Project Manager: Courtney Kosup Project Manager: Connor Hall Client: Under Armour CEO and Founder: Kevin Plank Chief Marketing Officer: Kip Fulks SVP, Global Brand Management: Adrienne Lofton VP, Global Consumer Engagement: Jim Mollica Director, Global Marketing Operations—Process & integration: Teresa Oles Director, Global Basketball: Tai Foster Editorial: D5 Studios Editor: Estan Esparza: Studio Coordinator: CJ Trahan Post Production: The Mill Senior Producer: Nick Strange Thye 2D Lead: Nathan Kane Colorist: Michael Rossiter Color Producer: Natalie Westerfield Color Assistant: Evan Bauer Music: Elias It's Been Some Time: Composers: Nate Morgan and Jonathan Scott Manness Sound: Heard City Sound Engineer: Jeremy Siegel

Brand Marketing

Why Video-Game Stephen Curry Is Thrilled About Real-Life Stephen Curry's MVP Award

Under Armour and NBA 2K16 team up for fun stunt

Tim Nudd

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Tim Nudd