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Steph Curry joins with Google to improve training plans and shooting form

Stephen Curry waving on a bicycle with basketballs in the basket, the concrete below is painted with rainbow stripes Source: Google

The Made by Google 2025 event has an MVP, and it's not the Google Pixel 10, but Stephen Curry, the Golden State Warriors point guard. Google announced that Curry has signed on as a performance advisor to help guide the development of Google’s Pixel devices, Fitbit health and sleep trackers, and AI services. And, apparently, that even includes using Google Cloud’s AI to sharpen his already world-class jump shot.

To be the best, train with the best

A person shooting a basketball while wearing a FitBit.

Google is framing the deal as a long-term collaboration, not just a typical celebrity endorsement. The company says Curry will provide feedback on hardware, health features, and AI-driven tools, including Fitbit’s new Gemini-powered health coach. The personalized digital coach generates workout routines and fitness goals tailored to each individual’s ambitions. Curry and his expert training team have been tapped to contribute coaching philosophies as well as real-world feedback to refine those recommendations.

Rick Osterloh, Google platforms and devices head, pitched the move as a combination of Curry’s athletic expertise and the company’s tech ambitions. “Stephen’s elite insights and our AI technology aren’t just for sports,” Osterloh said during the event, according to The Verge. “Our work together will show how anyone can use these products and features to maintain a healthier lifestyle and get more done.”

Interestingly, Curry’s role won’t be limited to boardroom brainstorming and celebrity ad spots. He’s already brought Google’s experimental AI Basketball Coach to his Curry Camp training camps, where dozens of young athletes got hands-on time with the system. Using Pixel cameras and Google’s advanced AI models and cloud processing, the tool analyzes shooting form, gives visual feedback, and suggests improvements. Google claims it can help players “perfect your jump shot” — although it’s not like Curry, already one of the greatest shooters in history, needs a lot of help there.

For those of us who haven't won NBA championships, the bigger question may be how Curry’s testing and guidance translates into consumer products. Google is betting that his experience in elite training will result in better-designed health and AI tools for everyone. That includes Fitbit features, Pixel hardware tweaks, and potentially new use cases for Gemini-driven coaching systems.

As with similar high-profile partnerships, the deal also likely locks Curry into Google’s hardware ecosystem. He and his training team will be using Pixel phones, watches, and Pixel Buds as part of the arrangement, which probably means we’ll see more Steph-branded Google content down the road.

Whether Google can meaningfully improve its products with Curry’s guidance remains to be seen. Either way, signing one of the sporting world’s biggest names provides a flashy way to market Google’s AI ambitions. It also paves the way for the Big G to prove that its technology can hold its own in health metrics and AI integration spaces where competitors like Apple and Samsung already have footholds.

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