Under Armour Is Releasing an Ad Every Time Steph Curry Makes a 3-Pointer

Social Campaign Engages Fans During NBA Playoffs

By Alexandra Jardine. Published on Apr 19, 2016

Editor's Pick

Under Armour is engaging fans of Steph Curry during the NBA playoffs with a social campaign that involves releasing a new three second Curry video every time he makes a three pointer.

As part of the social campaign, Curry fans can find each video that follows the three-pointers on Under Armour Basketball's Twitter handle (@UABasketball) or by following the hashtag #BreaktheGame. The first ad, which broke as Curry's team the Golden State Warriors played the Houston Rockets, was a cryptic clip of Curry picking up a brick and asking "What is this?" In another clip, Curry asks "Wanna know my secret?" without being cut off.

The campaign is by Droga5, with Jim Jenkins at O Positive directing the videos.

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Apr 19, 2016
David Droga
Under Armour
Chief Creative Officer:
Ted Royer
Group Creative Director:
Tim Gordon
Benjamin Bliss
Art Director:
Evan Schultz
Toga Cox
Chief Creative Officer:
Sally-Ann Dale
Head of Broadcast Production:
Ben Davies
Executive Producer:
David Cardinali
Associate Producer:
Isabella Lebovitz
Head of Interactive Production:
Niklas Lindstrom
Head of Art Production:
Cliff Lewis
Global Chief Strategy Officer:
Jonny Bauer
Group Director, Strategy:
Sam Matthews
Head of Communications Strategy:
Colleen Leddy
Senior Communications Strategist:
Hillary Heath
Social Communications Strategist:
Maureen O'Brien
Data Strategist:
Anthony Khaykin
Group Account Director:
Julian Cheevers
Account Director:
Bola Adekoya
Account Supervisor:
Lucy Santilli
Associate Account Manager:
Scott Bubis
Senior Project Manager:
Courtney Kosup
Project Manager:
Connor Hall
Under Armour
Chief Executive Offier and Founder:
Kevin Plank
Chief Marketing Officer:
Kip Fulks
Senior Vice President, Global Brand Management:
Adrienne Lofton
Senior Vice President, Global Communications:
Diane Pelkey
Vice President, Global Creative Team:
Brian Boring
Vice President, Global Consumer Engagement:
Jim Mollica
Director, Global Marketing Operations-Process and integration:
Teresa Oles
Director, Global Basketball:
Tai Foster
Production Company:
O Positive
Jim Jenkins
Director, Photography:
Roberto Schaefer
Executive Producer:
Ken Licata
Editorial Company:
Droga5 Studios
Matthew Badger
Studio Coordinator:
CJ Strahan
Post Production Company:
The Mill
Executive Producer:
Sean Costello
Senior Producer:
Nick Strange Thye
2D Lead:
Brandon Danowski
Michael Rossiter
Color Producer:
Natalie Westerfield
Color Assistant:
Evan Bauer
Sound Director:
Heard City
Jeremy Siegel
Executive Producer:
Gloria Pitagorsky
Talia Rodgers

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