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


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...

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