When he’s not winning NBA Championships, Steph Curry spends at least some of his time eating Subway sandwiches. That’s clear in this fun social push auctioning off one of Curry’s jerseys—covered in stains that he himself made while chowing down on a sub
A new film promoting the idea captures Curry devouring “The Boss” sandwich, part of the brand’s new menu created in partnership with the Golden State Warriors star and his wife Ayesha’s Eat.Learn.Play. Foundation, which works to fight childhood hunger and improve the overall lives of kids.
Unlike other celeb-food partnerships we’ve seen in the past (including those with Subway)—Curry digs in with gusto, dripping marinara sauce onto himself with each bite. His chomps and licks play at full volume, not unlike those you’d hear in “mukbang” (aka performative eating) videos that are popular on social media.
Throughout, he’s not shy about using his Subway-branded jersey as a napkin, which fans can go to eBay to bid on starting today through Aug. 17. The current bid is $5,400, but interested parties should act fast, Subway recommends, as previous Curry jerseys not part of the campaign sold at auction for $203,330 and $135,060.
All proceeds from the auction will go to benefit Eat.Learn.Play, which works to improve the lives of kids and families.
The campaign continues Subway’s celebrity-driven “Eat Fresh Refresh” campaign that debuted last year. It’s the latest effort from Tombras, which was appointed Subway's social agency of record in February and has been helping to inject the brand with more playfulness as it looks to attract younger consumers.