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
Under Armour
Under Armour
David Droga
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 OperationsProcess 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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