Infiniti has announced a new partnership with NBA basketball star Steph Curry to be its new global brand ambassador. According to Infiniti, the brand chose to work with Curry, since his personal ambition to be at the top of his profession embodies the spirit of Infiniti’s new brand positioning “Empower the Drive.”

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The partnership will feature Curry in upcoming global product and brand marketing communications campaigns.

Related: 2018 Infiniti Q50 gets refreshed

“Steph Curry’s drive to continue to set new benchmarks both on and off the court is an ideal parallel to the attributes of the Infiniti brand. Just like Infiniti, he never stops pushing himself. We see the same dedication every day from our team who works tirelessly to exceed the expectations of our customers around the world. This partnership celebrates a shared drive to continue to change the game,” said Roland Krueger, Chairman and Global President, Infiniti Motor Company.

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The first model that Stephen Curry will help launch will be the new Q50 later this summer.

“Infiniti is a brand that I’ve known and admired because of its strong heritage of performance, design and groundbreaking technologies. I’m drawn to their brand values and passion for their craft and thrilled to be working with Infiniti to help tell stories of people who are driven to do more to realize their potential,” said Curry.

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