When Steve Kerr became Warriors coach, he told the marketing team to stop featuring Steph Curry alone and launch "Strength in Numbers" instead. The shift moved the brand from individual stardom to collective identity, even as Curry remained an NBA superstar.
never really had an ongoing campaign.
So I recognized an opportunity when Steve Kerr, our coach, came in to build a campaign that was going to be very different than anything that we had had, any sort of messaging or anything about what we'd done, because Steve Kerr was all about the team, not about the individual. You know, first thing he came to me and he said, we need to take down everything Steph Curry in the practice facility. And I'm like, Have you talked to Steph about that? He's like, he's like, yeah, no, you don't know basketball.
Steph Curry is like not just the superstar for the Golden Warriors. Yeah, he is like the rock star of the NBA.
Yeah, he changed the way he—
basketball, yeah, three-pointers all day long.
And because he's a good role model in a lot of ways, we actually, uh, a lot of people became fans of the Warriors because of him. Not, not necessarily because— and I was more than happy to welcome anybody who wanted whatever the on-ramp was to the brand. But, uh, Steve Kerr had mentioned one line during a pep speech or a pep talk he gave to the team, which was, uh, called Strength in Numbers. And he's like, look, we're— it's, it's about strength in numbers. It's not about you, it's not about you, it's not about you, it's about everyone. And I said, you know what, I believe that that's, that's more than just a marketing message. That is an ethos, that's a mantra. Because, and I think the reason why it worked and it worked really well was that we were already demonstrating that on the court, the way we played. We shared the ball, the team shared the ball, they hugged each other, they felt good. We also resurfaced courts in Oakland, California. We worked in the prisons. So we were doing, we were demonstrating this sort of campaign
