By John Glenday

Rakuten has cemented its inseparable relationship with NBA basketball star Stephen Curry after recruiting the sharpshooter to lead its latest advertising campaign.

The new campaign focuses on Curry’s trademark ‘Shimmy’ celebration, created in partnership with ad agency Pereira O’Dell. Rakuten customers across America are shown embracing the full body shoogle in an overt display of ebullience over cashback deals – much to the chagrin of Curry.

Vicki McRae, senior vice-president of brand, creative and communications at Rakuten, said: “Stephen and the Warriors organization have been critical in helping us build our brand presence here in the US. For years fans Read full story ›

Source: The Drum