NBA embraces NFTs

Under Amour Goes NFT with NBA 3-Point Record Holder Stephen Curry

Key Insights:

  • Under Armour returns to the NFT space with Stephen Curry 3-pointer NFTs.
  • In December, Under Amour dropped an NFT collection to celebrate Curry’s NBA 3-point record.
  • The latest move underlines the NBA’s strong ties with digital assets and Web3.

This week, Under Armour (UAA) returned to the NFT space, with NBA legend Stephen Curry. The US National Basketball Association (NBA) is an advocate of digital assets and Web3.

In 2020, the NBA and Dapper Labs launched the NBA NFT marketplace Top Shot, built on the Flow (FLOW) blockchain.

Going into this year’s NBA playoffs, the NBA strengthened its ties with web3 to drive fan engagement with the launch of NBAxNFT, an NBA Discord. NBAxNFT provides a platform for the NBA and fans to talk Web3.

Under Armour is also no stranger to NFTs.

Under Armour Goes Digital with Stephen Curry 3-Pointer NFTs

Overnight, Under Armour took to Twitter to announce a new NFT collection, tweeting,

“First you Change the Game for Good, then you mutate it. Every 3 @stephenCurry30 hits during the playoffs is a chance to own a piece of history. Learn more at: https://lab.currybrand.com/currycounter.”

 

According to lab.currybrand.com,

“For every three-pointer Stephen Curry makes in a playoff game, three free digital basketballs are claimable by the most engaged fans. Be fast. Others will be trying as well.”

Fans can purchase the Ethereum-based basketball NFTs on the NF3 Counter (Curry Counter).

The NF3 Counter is a fan engagement platform rewarding Curry fans during his battle through the playoffs. For every Curry three-pointer, fans can claim free digital basketballs.

There is only one claim per wallet per game. After minting, owners can view their NFTs on OpenSea, where fans can buy, sell, and trade the basketball NFTs.

The latest launch is not Under Armour’s first brush with Web3.

In December, Under Armour launched an NFT collection to celebrate Stephen Curry’s three-point record on December 14.

Under Armour announced the drop on Twitter, saying,

“In celebration of the greatest 3-point shooter in the UNIVERSE, we are dropping 2,974 pairs of @stephencurry30’s record-breaking shoe in the Metaverse. The “Genesis Curry Flow” NFT drops at 8pm EST: 2974.Currybrand.com.”

 

By owning 1 Polygon (MATIC) based Genesis Curry Flow, holders are entitled to 1 Decentraland (MANA) shoe, 1 Sandbox (SAND) shoe, 1 Gala Games shoe, and 1 Rumble Kong League shoe.

In November 2021, Under Armour launched Curry Brand to compete with Nike and the Jordan brand.