Stephen Curry has long been dedicated to making basketball accessible on and off the court, and his latest endeavor—a legacy brand powered by Under Armour—will be no different.
Beyond just product Curry Brand will exist as a voice and movement for so much more—a percentage of Curry Brand’s yearly revenue will be invested in under-resourced communities. The goals are as high-achieving as his basketball records: by 2025, Curry Brand aims to create at least 20 safe places to play, support 125 programs that impact young athletes, and deliver opportunities to train more than 15,000 coaches—making an overall impact on more than 100,000 youth.
Steph’s biggest desire was to launch a platform for the voiceless to have a voice, to create opportunities where there are so few and to make a real dent in culture and really change the game for good.
This was the launch anthem we created for Steph; The Guilty Ones (Directors Cut).
Below is the revised version that Steph’s production company pushed out. They wanted to have more ‘Steph hype’ in the spot Vs the narrative we created in the above. Always a conversation, so see what you think.
An even bigger and more important push beyond this content dropped (main stream media channels), was the impact Steph wanted to have in local communities for any youngsters wanting to ball. Every kid should have the right to courts and a place to feel safe doing what they love. And truly Changing the Game for Good!
So we created the Backboard Project. Identifying inner city courts that had been forgotten and revamping the backboards with Stephs designs and inspiring young talent to hit those 3’s. Below you can see new backboards at the Manzanita Rec Center in Oakland, California.
Although not involved in the execution and build of the below event and location, it’s truly awesome to see the idea continuing to come to life to provide those without—with opportunity. Below is the boys and girls showcase game on an upgraded court at Rucker Park, Harlem in October, philanthropy at the forefront of this movement. In all, there are 20 planned court donations by 2025.
Rucker Park Court refurb.
