The OpportunitySteph Curry was the biggest name in basketball but hadn’t capitalized on the world’s largest basketball fanbase.
In 2016, Steph was on top of the world and his fanbase on the other side of the world in China was looking to connect with him. So how would be take a scrappy social-first approach to creating and sharing content from Steph to millions of fans in Asia?
The IdeaBuild a content platform to host content for fans, gear giveaways, and brand partnerships.
I was approached to work with Steph Curry over two years to help him build his brand in the world’s largest basketball market—China. During this time, I worked with him to create a first of its kind content platform on Asia’s most popular messaging app, and crafted a number of content partnerships between Steph and brands looking to collaborate with him. This not only led to a ton of great content but gave me an entirely new take on making a brand speak to a global audience.
We created a number of scrappy social-first content series that kept fans engaged and used our time with Steph to the fullest.
We would conduct quarterly shoots with him to get high-quality footage and would have him self-film or use archival footage to make up the difference.
This would be paired with other Steph-adjacent people to help create content such as Brandon Payne his personal trainer teaching you how to shoot like Steph, the Warriors’ court-side reporter giving China-specific after game reports, and even used AI to recreate Steph’s voice to teach basketball-themed english lessons to his fanbase.
We worked with the avid Steph fans at Down The Street studio in Los Angeles to help create a lot of the illustration for these series and can’t recommend them enough.
