Stephen Curry’s product pitch in Oakland schools criticized

Mar 13, 2016 by

Stephen Curry plans to visit a West Oakland elementary school next month, but the Warriors superstar and idol to kids everywhere won’t be promoting three-pointers.

He’ll be pitching water filters — an arrangement that critics say raises questions about the insinuation of advertising into schools.

Curry is scheduled to visit Martin Luther King, Jr. Elementary School on March 8, appearing at a school assembly planned and promoted by Brita, which sells a variety of water-filtration products. The subsidiary of Clorox signed a three-year endorsement deal with the Warriors’ point guard in December.

Brita is inviting reporters to the assembly, in hopes of generating news coverage that would reach an even larger audience.

The appearance is linked to a national “Drink Up” campaign that encourages water consumption rather than sugary alternatives. The effort is sponsored by numerous for-profit companies that sell water or water products, including Brita — and encourages supporters to buy the sponsors’ products online.

While many sports stars visit schools, most do so independently or while aligned with a nonprofit organization or educational activity. Curry’s appearance is directly tied to a company and a product he’s being paid to endorse.

That’s a problem, said Josh Golin, executive director of the nonprofit Campaign for a Commercial Free Childhood, which is based in Boston.

Branding is the problem

Events like this “are really designed to get kids to go home and nag their parents for the water filter Steph Curry is telling them to buy,” Golin said.

Source: Stephen Curry’s product pitch in Oakland schools criticized – SFGate

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