Curry Jam
NBA All Star Weekend 2024
To celebrate the 2024 NBA All-Star Weekend, Curry Brand launched "Curry Jam,” inspired by the 90’s arcade game NBA Jam. In addition, we created Curry’s Gameroom, merging nostalgic arcade vibes with the iconic and fresh style of Stephen Curry. Fans on site had the opportunity to challenge one another in various arcade games and browse the latest apparel drops. Fans were also able to connect with some of their favorite Under Armour Athletes like Kelsey Plum, Diamond Miller, Jarace Walker and Ty Harris.
We also made trading cards.
Stephen Curry, De’Aaron Fox, and E-40 all got special edition trading cards in honor of NBA Jam.
Paying homage to a classic and iconic game.
We partnered with animation studio Warm & Fuzzy to create our own Curry Jam world, complete with pixelated versions of both Stephen Curry and De’Aaron Fox.
We also hid some easter eggs, like the legendary E-40. You can see him cheering on Team Curry from the sidelines.
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Credits
Nana Dadzie (Head of Marketing)
Casey O’Neill (Account + Ops)
Johnny O’Connor (Design)
Candace Cooper (Production)
Warm + Fuzzy (Animation)
Nick Hood (Brand Marketing)
John Barone (Social)