At major events such as an NBA Finals, Super Bowl, or All-Star Game, large brands tend to have a marketing budget to spend to enhance the brand image. This money is usually spent on parties, brand activations or other frivolous items. With the NBA All-Star Game hosted in Charlotte this past weekend, Under Armour’s biggest basketball star, Steph Curry, urged the brand to do something different and long-lasting with its marketing spend in his hometown of Charlotte: renovate the rec center where Curry learned to love basketball. After what was reported to be a “seven-figure commitment” from the Stephen and Ayesha Curry Family Foundation, Under Armour and Chase Bank, the Carole Hoefener Center now features Curry’s number, 30, in the center on the brand new “Curry Court.”
Curry told ESPN, “This is where we learned how to play basketball. We picked the Hoefener Center for a specific reason. Their priorities are very similar to our family's, in terms of giving people equal opportunities in education, access to knowledge about nutrition and wellness and having a safe and inspiring place to play.
"The multi-purpose space features a new Under Armour scoreboard as well as new computers to furnish the “Chase Education Space” and a new “Curry Kitchen” area. With the inspiration coming from Ayesha’s businesses, the kitchen will teach youth and adults about healthy eating habits and the proper cooking fundamentals.
Why We Like It:
Brands always have activation budgets at major events, and while those are buzzworthy events, they aren’t long-lasting. Major sporting events should create a lasting legacy, and by renovating the Hoefener Center, Under Armour is staying authentic to its brand by backing one of its major endorser’s hometown. Furthermore, Under Armour and the Curry family is helping provide access to sport to those who need it most, which allows for future generations to continue playing the game that Curry loves.
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