The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Author

By John Glenday | Reporter

October 14, 2022 | 2 min read

Rakuten has cemented its inseparable relationship with NBA basketball star Stephen Curry after recruiting the sharpshooter to lead its latest advertising campaign.

The new campaign focuses on Curry’s trademark ‘Shimmy’ celebration, created in partnership with ad agency Pereira O’Dell. Rakuten customers across America are shown embracing the full body shoogle in an overt display of ebullience over cashback deals – much to the chagrin of Curry.

Vicki McRae, senior vice-president of brand, creative and communications at Rakuten, said: “Stephen and the Warriors organization have been critical in helping us build our brand presence here in the US. For years fans have seen the Warriors dominate competition while wearing the Rakuten name as a badge of honor. And every NBA fan is aware of the excitement and fun that Stephen brings to the court with his celebratory dances after he hits yet another unbelievable 3-pointer.

“Spotlighting this signature move that fans know and love became a shorthand way to clearly communicate that celebratory feeling when you get cash back from shopping with Rakuten.”

A deepening partnership between the Golden State Warriors ace and the online marketplace has taken root since he was first revealed as a global brand ambassador back in 2019.

Viewed as an indispensable component of Rakuten’s North American marketing drive, the collaboration has seen the brand extend its longstanding jersey sponsorship with the Warriors back in May.

In addition to his starring role, Curry also shares a behind-the-scenes teaser on his Twitter and Instagram profiles.

Marketing Ecommerce Celebrity Endorsement

More from Marketing

View all