Key Takeaways:
- Stephen Curry made history after hitting 4,000 career 3-pointers.
- To celebrate the occasion, Dave Chappelle narrates a rare commercial for Curry Brand and Under Armour.
- Positioning a product within a larger historical and cultural context helps businesses shift from selling goods to selling influence and inspiration.
Curry Brand and Under Armour have just unveiled "Carolina Red," a new spot narrated by comedian Dave Chappelle that commemorates Stephen Curry's historic 4,000 career 3-pointers.
The Golden State Warriors star reached this historic milestone during Thursday's game against the Sacramento Kings while wearing the Curry 12 'Pisces' — the latest release in his signature footwear line.
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The new commercial highlights Curry's impact on the game, being already one of basketball's all-time greats after surpassing Ray Allen in 2021 as the all-time leader in NBA 3-pointers.
Curry Brand Head of Marketing Nana Dadzie highlighted how the spot pays tribute to "the author of this generation of basketball" in a statement to DesignRush:
"'Carolina Red' was created to celebrate the story of the man who forever changed basketball and will be remembered for the impact he made on the game — one three-pointer at a time, and now 4,000 later. For decades, North Carolina and the face of the game have been defined by one name and one color... Jordan and Carolina Blue."
"With this piece, we pushed the story forward and sparked a new dialogue about the state of the game now and who is responsible for the seismic shift in how it's played. When you ask kids in the gym today who they want to 'be like,' the answer is now Curry."
In a rare collaboration, the legendary Chappelle lends his voice to the campaign, setting the stage with a reference to North Carolina, a state where basketball is "life."
He reflects on a game-changing player from the region, describing Curry as a scorer, a champion, and an icon.
This leads viewers to assume he's talking about Michael Jordan.
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But then comes the twist: there's another North Carolina-born legend who has transformed basketball forever.
Curry Brand continues to go beyond selling sneakers. Now, it's selling a legacy that allows it to secure lasting influence in its market.
By leveraging Curry’s historic 4,000th three-pointer as a brand storytelling device, Under Armour reinforces its role in shaping basketball’s future while honoring its past.
Michael Melen, co-Founder of SmartSites, points to Under Armour and Curry Brand’s partnership with comedian Dave Chappelle as an example of this shift.
"Under Armour and Curry Brand are redefining what it means to be a sports brand by shifting the conversation from performance to cultural impact.
Partnering with Dave Chappelle — a storyteller known for blending humor with sharp social commentary — elevates the campaign beyond sports marketing. It’s proof that the right storytelling can make a brand as iconic as the athlete behind it."
For businesses, this strategy is a blueprint for turning milestones, brand values, and cultural moments into powerful marketing assets.
'The Game Changed... Again'
"Say his last name," Chappelle declares, as Stephen Curry appears on screen.
The spot quickly shifts into high gear, flashing through some of Curry's most electrifying three-pointers, from his college days at Davidson to his record-breaking NBA career.
Real commentary from announcers over the years plays over the footage, capturing the awe surrounding his shooting ability.
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A fast-paced soundtrack builds the momentum, culminating in a clip of Curry breaking the all-time 3-point record in 2021.
The final frame displays the words: "The Game Changed... Again."
The ad is a nod to Jordan's influence in basketball while celebrating Curry's own legacy.
Additionally, Curry Brand put together a special video featuring athletes and some of the basketball star's family members to congratulate the athlete on his achievement.
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Through the campaign, the brand taps into nostalgia and deep-rooted sports culture, positioning Curry as an icon reshaping the game.
This approach transforms the Curry Brand from simply selling sneakers to selling a narrative of innovation, perseverance, and impact.
Last December, the star athlete appeared in a fresh take on the NBA Christmas classic, "Jingle Hoops Regifted."
Meanwhile, just last month, Curry's wife Ayesha teamed up with Home Chef to launch a collaborative series of meal kits.
