Under Armour: #BreaktheGame

This case study explains how Under Armour, an American sportswear brand, cemented its connection to Golden State basketball player, Stephen Curry, to become a credible threat in the lucrative basketball category.

Campaign details

Agency: Droga5

Summary

This is the story of how Under Armour cemented its connection to the best basketball player on the planet, one 3-pointer at a time.

Basketball, at its core, is about putting the ball in the basket.

And in March 2016, nobody on the planet was putting the ball in the basket quite like Golden State superstar Stephen Curry. He was well on his way to winning a second most valuable player award, and his unprecedented shooting had made him a mainstream icon and legitimate phenomenon.

He single-handedly helped Under Armour, his athletic endorser and...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands