In 2016, Stephen Curry got so good at shooting that he actually became better than his video-game self--the Stephen Curry inside the world's most popular basketball video game, NBA 2K16.
When real-life Curry won the league's first unanimous MVP in 2016, we reached out to 2K and worked with them to create a special Under Armour edition Steph; as broken as Curry in real life.
An overview of the campaign is below.
To announce the start of "99 Steph," we aired a spot portraying the struggles of digital Curry.
Reception from fans ranged from uncontainable glee to outright anger. It was one of the most popular weekends in 2K history, and it was the first time a brand has managed to alter a video game in this way.
