We're live with @laurettaland, race-related editor for the New York Times, and @StephenCurry30, discussing “Emanuel," a documentary co-produced by Curry's media company about the 2015 Charleston, South Carolina church shooting. https://t.co/wUIFQn6EJM
— The New York Times (@nytimes) January 24, 2019
While their star player was launching a film about the racially motivated shooting in Charleston and discussing the event with the NY Times two weeks ago, Curry was also planning with Under Armour, not an incredible party for All Star weekend, he was planning something more significant; two years in the making.
ESPN’s Nick DePaula reports,
… the two-time MVP declared a firm aim for the weekend, some 18 months away: No party. No event space. Selling shoes shouldn’t even be a focus.
Put the entire budget into renovating Curry’s old rec center instead, the All-Star guard said.
“Stephen’s overall focus as we look at 2019 and beyond is how can he leave something behind that’s meaningful and useful,” said Kris Stone, Under Armour’s director of basketball sports marketing. “That’s been his main point and challenge to us. Whether it’s in the Bay Area, Charlotte or even in Asia, that’s his goal.”
The last two years have seen Under Armour as a brand do everything wrong. I don’t say that lightly or without thought. As a business the brand had invested in Connected Fitness at the expense of the star that had given them their most explosive growth and connection.
Right now the brand is listening to their superstar and following his path it seems. Steph Curry lives a charmed life and he understands this. He realizes his superhero role is to take on the responsibility of living by his faith and showing via his actions. I don’t think any other brand would allow him to actually forego selling kicks at the biggest event for basketball. While I often complain about the lack of representation at Under Armour, Curry doesn’t offset the good old boys atmosphere, as an industry watchdog of sorts I’ve admired the recent moves by the brand:
The launch of a product by Devin Allen
Hiring Ms. Rocker as the Chief People and Culture Officer
and now the support of their greatest athlete through an investment into a community shows that UA is a brand that is learning from its mistakes. I said during a post last year that the youngest of the big three brands should have diversity at its core. Maybe, just maybe UA is beginning to understand just what it takes to become a part of the lives of the people they are trying to reach.