Starting June 1st, the feature player for the RUSH program will change hands from Stephen Curry to Joel Embiid – the cover athlete for NBA LIVE Mobile and UA’s rising super star ambassador.
“Featuring Joel Embiid for the 2nd month of our partnership was an incredible opportunity to engage the basketball world with a unified voice and gameplay experience between our brands. By highlighting Under Armour’s premier roster of basketball talent through the RUSH product narrative, we are able to create a truly unique integration.” - Alex Nunez, Global Brand Partnership, Electronic Arts Inc.
For Under Armour, presence in gaming is a familiar territory with product integration and vanity sponsorships across different sports game IP. However, the RUSH integration in NBA LIVE Mobile provides a new layer of brand engagement where players will receive in-game performance value through this totally Under Armour owned experience.
The UA RUSH experience in NBA LIVE Mobile featuring Joel Embiid is playable through June 30th.