Droga5 & Under Armour Spice Up Curry's Stats

If you can outperform your own virtual self then you're doing ok, as this new campaign for Under Armour illustrates.

Focussing in on NBA superstar Stephen Curry, who was yesterday voted as the winner of the NBA KIA Most Valuable Player for the second consecutive season, Under Armour has partnered with video game NBA 2K16 in a cross-promotional campaign which sees, from 3pm PST/6pm EST on Thursday May 12, the stats for Curry's character maxed out to make him the best shooter (with a rating of 99) for 30 continuous hours, a reference to his shirt number. 

In addition, Under Armour is also re-releasing the Curry MVP Back-2-Back Pack which commemorates the signature footwear Stephen wore in back-to-back MVP seasons.

The campaign has been created by Droga5 New York and includes an accompanying video (above). “Stephen Curry’s impact on the game of basketball is immeasurable,” says Kip Fulks, CMO at Under Armour. “His game, coupled with his will to dominate, is unlike anything we’ve ever seen in the NBA.”