Steph Curry Schools His 'NBA 2K' Self in MVP Campaign From Under Armour

Idea Extends to the NBA 2K16 Video Game

By Ann-Christine Diaz. Published on May 10, 2016

Editor's Pick

The Golden State Warriors' Steph Curry is all kinds of amazing on the basketball court, and today, he was officially named NBA MVP for the second season in a row -- after an unprecedented unanimous vote. His 3-pointer record is so outrageous that this season, he even bested his "virtual" self in the "NBA 2K16" video game. Under Armour and Droga5 are having fun with this mind-boggling tidbit in a new ad celebrating Curry's new title and boss skills. The spot depicts videogame Curry looking on with awe at real-world Curry sinking a series of impressive baskets -- shots he'd never seen in the digital space.

But that's not all. Within the game itself, 2K Sports is raising virtual Curry's stats to be more in line with reality by bringing his game rating up to 99 for a 30-hour window (a nod to the player's jersey number). To see the change, players will need to download a roster update, which will also unlock a new MVP colorway of the Under Armour Curry Two shoe.

Under Armour has also been celebrating Curry's skills with a social campaign in which it's released a new film with each 3-pointer he makes on the road to the finals.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now



May 10, 2016
Droga5 New York
Under Armour
Creative Chairman:
David Droga
Chief Creative Officer:
Ted Royer
Group Creative Director:
Tim Gordon
Senior Copywriter:
Ben Bliss
Senior Art Director:
Evan Schultz
Toga Cox
Chief Creative Officer:
Sally-Ann Dale
Head of Broadcast Production:
Ben Davies
Executive Broadcast Producer:
David Cardinali
Associate Broadcast Producer:
Isabella Lebovitz
Head of Interactive Production:
Niklas Lindstrom
Head of Print Services:
Rob Lugo
Executive Design Director:
Rob Trostle
Senior Print Producer:
Alyssa Dolman
Retouching Studio Manager:
Michelle Leedy
Peter Gibson
John Ciambriello
Global Chief Strategy Officer:
Jonny Bauer
Group Strategy Director:
Harry Roman
Senior Strategist:
Candice Chen
Junior Strategist:
Newman Granger
Communications Strategist:
Hillary Heath
Group Account Director:
Julian Cheevers
Account Director:
Bola Adekoya
Associate Account Manager:
Scott Bubis
Senior Project Manager:
Courtney Kosup
Project Manager:
Conner Hall
CEO & Founder:
Kevin Plank
Chief Marketing Officer:
Kip Fulks
SVP, Global Brand Management:
Adrienne Lofton
VP, Global Consumer Engagement:
Jim Mollica
Director, Global Marketing Operations-Process & integration:
Teresa Oles
Director, Global Basketball Communications:
Tai Foster
Editorial Company:
D5 Studios
Estan Esparza
Studio Coordinator:
CJ Trahan
Post Production:
The Mill
Senior Producer:
Nick Strange Thye
2D Lead:
Nathan Cane
Michael Rossiter
Color Producer:
Natalie Westerfield
Color Assistant:
Evan Bauer
It's Been Some Time
Nate Morgan
Jonathan Scott Manness
Heard City
Sound Engineer:
Jeremy Siegel

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.