Google Taps Steph Curry to Spotlight Pixel 10 in New Global Campaign

Google is making a bold play for phone loyalists — the users who rarely switch devices — and it is doing so with one of the most consistent athletes of the modern era. Its new global campaign for the Pixel 10 series stars NBA legend Stephen Curry, a man whose identity is built on routine, repetition, and unwavering loyalty. In short: the last person one would expect to switch phones.

Created by 72andSunny Los Angeles, the campaign opens with Curry narrating the rituals that have defined his career — seventeen years with the Golden State Warriors, the same jersey number, the same warm-up shot, the same pre-game rhythm. Against this backdrop of absolute consistency, the Pixel 10 Fold becomes the one exception that gets him to break pattern.

The spot is both self-aware and gently humorous. Curry showcases the phone’s folding display, Google’s AI-powered editing tools, and the brand’s increasingly confident push toward premium smartphone innovation. A standout moment features a photo of teammate Jimmy Butler sporting a bob haircut; Curry tries the hairstyle on himself using voice-enabled editing before delivering the line: “Maybe I don’t have to change everything.”

The collaboration isn’t just celebrity flash. Curry joined Google earlier this year as a performance advisor across Pixel, Google Health, and Google Cloud — an unusually deep role for an athlete partnership. His involvement ranges from feature feedback to product fine-tuning, giving the campaign narrative credibility.

Google also released a parallel spot featuring Jimmy Butler experimenting with hairstyles on the Pixel 10 Fold’s AI tools — reinforcing the message that even the most deeply rooted routines can be reimagined.

The timing of this campaign is strategic. The Pixel 10 series, launched in August, marks Google’s most confident hardware cycle yet. With upgrades in AI-driven performance, imaging, computational design, and its folding-display architecture, Google is positioning Pixel not just as a smartphone but as a full-stack ecosystem.

By pairing the Pixel 10 Fold with Curry — the king of consistency — Google is making a subtler argument: switching doesn’t have to mean abandoning your identity. Even loyalists can make exceptions when the experience is compelling enough. And if Curry can do it, Google implies, so can anyone.

Follow Marketing Moves on Instagram and Facebook for more culture-driven tech marketing insights.