NBA Star Stephen Curry's Shimmy At Center Of Rakuten's Latest Cashback Campaign

Rakuten’s latest cashback ad campaign that launched Thursday is all about the “shimmy.” It features NBA Stephen Curry from the Golden State Warriors.

Curry -- known for his "shimmy" on the court after scoring points -- has been a global brand ambassador for Rakuten since 2019, and the Rakuten logo has appeared on the Golden State Warriors Jerseys since 2017.

"Stephen and the Warriors organization have been critical in helping us build our brand presence here in the U.S.,” says Vicki McRae, senior vice president, brand, creative & communications at Rakuten. “For years fans have seen the Warriors dominate competition while wearing the Rakuten name as a badge of honor.”

McRae says most NBA fans are aware of the fun Curry brings to the court with his celebratory dances after he hits another three-pointer basket.

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

After extending its jersey sponsorship with the Warriors in May, the company said it is continuing to lean into the organization to build its U.S. brand.

Curry also posted a behind-the-scenes teaser on his Twitter account.

The spot will launch in the upcoming Golden State Warriors home opener on October 18, and will run on NBA related media in broadcast and cable through the entire season.

Pereira O’Dell, a full-service advertising agency, helped to develop the spot.

"After years of watching Stephen dominate while wearing the Rakuten name on his Warriors jersey, we translated his joyous celebration shimmy into a creative idea that represents the victorious feeling you get when you score cash back shopping with Rakuten,” said Jean Morrow, Creative Director at Pereira O'Dell.

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