NBA Star Steph Curry Teams Up with INFINITI as Global Spokesman
With two NBA championships under his belt within the past three years, it made absolute sense that many brands would want to get Golden State Warriors point guard Steph Curry to promote their products. One such brand that succeeded in courting the four-time All-Star was INFINITI; the car brand has a large fan base in both the U.S. and China, where Curry is also mega-popular. (Curry is currently on the Under Armour SC30 Asia Tour, entertaining crowds with trick shots and inspiring messages.)
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The premium auto brand’s values align with Curry’s playing prowess and this combination perfectly envelops INFINITI’s “Empower the Drive” message.
“Stephen Curry’s drive to continue to set new benchmarks both on and off the court is an ideal parallel to the attributes of the INFINITI brand. Just like INFINITI, he never stops pushing himself. We see the same dedication every day from our team who works tirelessly to exceed the expectations of our customers around the world. This partnership celebrates a shared drive to continue to change the game,” said Roland Krueger, Chairman and Global President, INFINITI Motor Company.
In the coming months, Steph will be featured in a series of brand marketing communications campaigns that will span globally. One video that was already released includes Curry playfully trying to shoot a basketball into the sunroof of a 2018 INFINITI Q50. At the end of the video, Steph sarcastically states with a smile, “It only took me one try.”
It looks like INFINITI isn’t the only excited party in this partnership, as Steph was quoted saying, “INFINITI is a brand that I’ve known and admired because of its strong heritage of performance, design and groundbreaking technologies. I’m drawn to their brand values and passion for their craft and thrilled to be working with INFINITI to help tell stories of people who are driven to do more to realize their potential.”
It’s no doubt that INFINITI made the right move here—acquiring the two-time MVP and arguably one of the most popular players in today’s NBA—to promote the Q50. But only time will tell if this partnership pays off for Nissan’s luxury brand.