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

Social Campaign Engages Fans During NBA Playoffs

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.


Apr 19, 2016
Brand :
Under Armour
Client :
Under Armour
Agency :
Chairperson :
David Droga
Chief Creative Officer :
Ted Royer
Group Creative Director :
Tim Gordon
Copywriter :
Benjamin Bliss
Art Director :
Evan Schultz
Designer :
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
Client :
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 OperationsProcess and integration :
Teresa Oles
Director, Global Basketball :
Tai Foster
Production Company :
O Positive
Director :
Jim Jenkins
Director, Photography :
Roberto Schaefer
Executive Producer :
Ken Licata
Editorial Company :
Droga5 Studios
Editor :
Matthew Badger
Studio Coordinator :
CJ Strahan
Post Production Company :
The Mill
Executive Producer :
Sean Costello
Senior Producer :
Nick Strange Thye
2D Lead :
Brandon Danowski
Colorist :
Michael Rossiter
Color Producer :
Natalie Westerfield
Color Assistant :
Evan Bauer
Sound Director :
Heard City
Engineer :
Jeremy Siegel
Executive Producer :
Gloria Pitagorsky
Producer :
Talia Rodgers

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