Water filtration brand Brita is hoping to make a splash by signing one of the biggest names in sports marketing.
"Steph is the total package for us," said Nick Vlahos, chief operating officer of Clorox, parent company of Brita, which has its headquarters in Oakland, California. "He has the skill on the court, the personality and the family focus, and we think he'll help us effectively deliver the message."
The move is an interesting one for Brita, which has never had a celebrity endorse its product. The filtration company -- which pitches consumers on delivering better tasting water out of the tap in a more economic fashion while reducing plastic waste from use of water bottles -- has been the market leader in the space for more than two decades but has been relatively steady at between $300 million and $400 million in sales for the last five years.
"I have learned more and more about the benefits of water, and I try to drink plenty throughout the day," Curry said. "Being hydrated for games and training is key for me."
Vlahos said the company will use Curry to promote its pitcher and bottle products on national television ads, digital marketing, in-store displays, social media and public relations efforts.
Curry's agent, Jeff Austin, said the deal, which has been in the works for many months, was the perfect partnership.
"Steph realizes the responsibility he has, and he isn't going to push something that he wouldn't recommend to his own kids," Austin said. "When Brita approached us and made the pitch, it was very appealing to Steph. He wants to send the message to make good, healthy choices in life."
Curry has blossomed into one of the hottest commodities in sports after winning an NBA championship last season and guiding the Warriors to a 24-0 start this season. He has had the best-selling jersey in the NBA since March, according to online sports retailer Fanatics.
In the past four months, three of his partners -- Under Armour, Degree and Muscle Milk -- renewed their deals with Curry, who also has a deal with JBL headphones and ankle brace brand ZAMST.