ANN KILLION
Millennials, like others, love Curry
It’s official. Stephen Curry, according to a recent poll, is the favorite athlete of Millennials, the coveted 18- to- 34 age demographic.
A company called 120 Sports conducted the Millennial poll. My own unofficial Killion Sports poll finds that Curry is also the favorite athlete of grandmas, elementary schoolchildren, middle- aged men, puppies, unicorns and pretty much every other demographic imaginable.
Which is why people who normally wouldn’t pay any attention to the NBA All- Star Game will be watching this weekend’s Toronto event. Everybody loves Steph.
Curry, 27, has become the athletic symbol of his generation.
“He embodies the spirit of this generation,” said Emigdio Gamboa, the director of marketing for 120 Sports, a digital network that partners with
sports leagues and content properties, which conducted the poll. “People can relate to him. He’s not the biggest guy. He works hard at his craft. He’s so likable.”
Michael Jordan was the icon when Generation X was coming of age. His dominance and intimidation were a good fit for a generation that matured in a strong economy and time of peace when people felt confident.
Curry is an underdog. A guy who was constantly discounted. For whom nothing was a sure thing. The only thing he could control was how hard he worked and how he responded to adversity.
That’s a pretty good role model for a post- 9/ 11 generation that has known plenty of uncertainty in their lives.
Curry has topped the 120 Sports poll for the past two years. The company digs into consumer trends to shape its content. It surveyed more than 1,400 Millennials to learn which athletes resonated with them the most.
Following Curry were the Texans’ J. J. Watt, Angels outfielder Mike Trout, U. S. women’s soccer player Alex Morgan and Panthers quarterback Cam Newton. Soccer icon Lionel Messi placed seventh. Dodgers pitcher Clayton Kershaw was 27th.
The next most popular NBA player was Chicago guard Jimmy Butler at No. 12. Kevin Durant ranked 14th and LeBron James came in all the way down at No. 30. Kobe Bryant, who isn’t a Millennial and who didn’t make the list a year ago, surfaced this year at No. 23, thanks to the hoopla surrounding his retirement.
( The only other Bay Area athlete on the list is Buster Posey, who ranked No. 32).
One of the main reasons Curry appeals so strongly to his own generation is his use of social media. He and his wife, Ayesha, are savvy social media users and allow their fans to take a look inside their lives. They appear genuine and not overly marketed, unlike many athletes. That’s important to Millennials, whose use of technology is quick to sniff out anything false.
Curry has 4.3 million followers on Twitter and 8 million followers on Instagram. Ayesha Curry has 2.4 million followers on Instagram.
Curry not only sends a shout out to Dub Nation before every game, but he’s also clever about his posts. After he pounded the Panthers’ drum before the Super Bowl and then was crushed to see his favorite team lose the big game, he posted a picture of himself pounding a drum emblazoned with the famous “Crying Jordan,” the shot of Jordan crying at his Hall of Fame induction that has been viral for four years. Curry added the message, “A Look into my soul right now… but it’s all good we will be back!”
Curry has also given back to the community and seems to care about the planet, as evidenced by his work with mosquito netting to prevent malaria.
He is a fresh face who makes parents want to buy his jersey and companies want to sign him for endorsements. But that universal adoration hasn’t turned off those in his own age group.
Curry was asked why he thinks he’s struck a chord with Millennials.
“The main thing, I guess, is stature and the way I play,” he said a few weeks ago. “Most people who play the game, who go to the YMCA or in their rec league, they all want to shoot and have that creativity.
“I try to have fun out there on the floor. I try to continue to get better, and I enjoy what I’m doing. Hopefully that resonates well.”
This All- Star weekend we’ll see once again how Curry resonates. His jerseys will fly off the shelf. His sponsors will unveil new spots, including one from Degree deodorant. The Millennials will cheer.
And so will everyone else.