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,

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