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The partnership between Under Amour and Steph Curry has been as sweet as the nothing-but-net half court shots made by the reigning (and soon to be repeat) NBA MVP. Under Amour found a stud ambassador in Curry, while Steph aligned himself with a company that provides him with the resources to power his skyrocketing brand. Under Amour’s footwear sales in Q4 2015 increased by 95%, mostly due to the Curry signature shoes, and ever since signing Steph in 2013, the company’s share price has jumped 112%.

As Curry and the Golden State Warriors work their way through the NBA Playoffs in their quest to repeat as champions, Under Amour will be executing a clever marketing campaign to coincide with Steph’s shot of choice. For every three pointer that Curry hits in the playoffs, Under Armour will post a new three-second ad to its Twitter account. The campaign started this past Saturday, when Curry sank five threes against the Houston Rockets, which resulted in five new ads. Under Amour’s marketing team will probably be hard at work this postseason, as Curry made 98 threes during last year’s playoffs, not to mention his record setting total this regular season.

Steph Curry

Here are a couple of the most recent spots. Follow Under Amour Hoops on Twitter to stay up to date with each new release.

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Rex Pham

Originally from the Bay Area, who then moved to Los Angeles, then out to New York City. NYU Stern MBA c/o 2014. Inspired by the grind of NYC to create something that has value. Lover of all things digital, culture, and brand strategy.