How Steph Curry’s MVP Season Helped @UnderArmour Grow Mentions by 50%
Steph Curry has added another impressive accomplishment to his already loaded roster, including holding the record for most 3-pointers in a season, being a part of the team with the longest-ever home court winning streak, and being mentioned in not one, but two Drake songs.
This week, Steph Curry was named the NBA MVP with an historic unanimous vote. This is great news for Steph, but also for his sponsor, Under Armour.
The MVP Pack drops 6.24.
— Under Armour Hoops (@UAbasketball) May 10, 2016
Let’s take a look at how the season has played out on Twitter for Steph, and how Under Armour has used admirable social technique to reap the benefits.
Charting Steph Curry’s Historic Season on Twitter
Steph Curry has had an incredible season (some say the best ever). Conversation about Curry’s game on Twitter has been consistent. During the 2015-2016 season, Curry is averaging 108K Twitter mentions a week.
Curry’s social media popularity skyrocketed in weeks 18 and 19, as he embarked on what many would call the “greatest 5-game streak in NBA history.”
Curry amassed a total of 637K mentions in that two week span alone. W O W.
@UnderAmour’s Mentions During the NBA Season Increased by 50% YoY
Under Armour isn’t shy about claiming their latest and greatest affiliate, Steph Curry — and vice versa. Steph has given exposure to Under Armour on the court, which has translated on social.
— Under Armour (@UnderArmour) May 10, 2016
The brand has managed to ride the Steph Curry wave on social. In fact, @UnderArmour saw their greatest popularity on social in the week after Steph’s 5-game tear.
This impressive rise of both Steph and Under Armour has shattered NBA records and Under Armour’s benchmark for Twitter mentions.
Last year during the NBA season, @UnderArmour was mentioned ~153K times. This year, @UnderArmour is sitting with 230K mentions, a 50% increase YoY.
And this added exposure isn’t just passing social media virality; Under Armour is also seeing a massive bump in sales.
Cha-Ching! for Under Armour
Under Armour signed Curry two years ago, and now sales of their basketball shoes are sky-rocketing. Steph Curry’s signature shoes are currently dominating the basketball shoe landscape, outpacing those of LeBron James, Kevin Durant, Kyrie Irving, and Kobe Bryant.
Under Armour has hitched their wagon to an absolute superstar. Steph’s success is not only showing out on the court, but on social and on the sales sheet as well. What do you think about Under Armour and Steph Curry’s success? Leave your thoughts in our comments!
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My name is Jade and I'm the Social Media Manager for Simply Measured. We can find common ground in Beyoncé and Chipotle burrito bowls.