Singapore, May 6, 2022 – Today, Crypto.com, the world’s fastest growing cryptocurrency platform, launched its latest brand film inspired by the story of staying true to your own unique path.
This newest brand film extends Crypto.com’s Fortune Favors the Brave narrative, featuring Joel Embiid, Philadelphia 76er and NBA All-Star, and is narrated by Coach Bill Self, two-time NCAA Champion head coach of the University of Kansas Jayhawks men’s basketball team and former college coach of Embiid. The new brand film was shot on the streets of Philly, a city Embiid has come to call home.
A native of Cameroon, Embiid did not play basketball until the age of 15. Embiid moved to the U.S. at the age of 16 to commit to his development as a basketball player, becoming a five-star recruit and earning a place on the renowned University of Kansas Jayhawks basketball team. After dealing with injury and adversity during his collegiate and early NBA career, Embiid is now recognized as one the greatest in today’s professional game – a five-time NBA All-Star, the league’s leading scorer this season with the Philadelphia 76ers now in the midst of the NBA Playoffs, and recognized as a top candidate for this year’s Most Valuable Player award. The campaign, narrated by Coach Self, describes their commitment and determination to forge their own path despite adversity and doubt from others.
“Joel is the embodiment of Fortune Favors the Brave and what we stand for at Crypto.com – staying determined and dreaming big,” said Kris Marszalek, Co-Founder and CEO of Crypto.com. “His story is an inspiration for all, and like Joel, we recognize the positive impact of staying true to the course of your own life, no matter what adversity you may face. We are thrilled to partner with Joel to continue to bring awareness to what we are building and what we stand for.”
“I am incredibly excited to collaborate with Crypto.com and align with their team, which values determination in the same way that I do,” said Joel Embiid. “Together, we understand the power of inspiration and forging your own path, and I am looking forward to delivering that message on a global scale.”
“Bravery is the confidence to lead when it’s not easy to do,” said Coach Bill Self. “That is something Joel has always shown, and how he has been able to be such an inspirational leader for his teammates and those around him. Together with Crypto.com, that story can help bring even more power through inspiration.”
Crypto.com formally introduced Fortune Favors the Brave in October 2021 with the company’s first global campaign featuring Matt Damon. The brand film exemplified history’s boldest adventurers embracing their moment. The narrative continued through a second film launched at the Super Bowl in February 2022 featuring LeBron James, depicting the moment of truth in overcoming your own self-doubt. Most recently, Crypto.com partnered with the Red Cross Red Crescent Movement to dedicate its last campaign, which premiered during the 94th Academy Awards in the United States, to raising relief funds for people affected by the humanitarian crisis in Ukraine. In total, the relief fund raised more than USD $3.6 million.
Crypto.com has seen tremendous momentum in the wake of its global marketing and partnership efforts, including through securing the naming rights of the historic Crypto.com Arena in Los Angeles, serving as the official title partner of the Formula 1 Crypto.com Miami Grand Prix, and becoming an official sponsor of the FIFA World Cup Qatar 2022, among a number of other global sports and entertainment properties. Additionally, through partnerships with the LeBron James Family Foundation, Water.org, and Angel City Football Club, among others, Crypto.com is joining forces with like-minded businesses, nonprofit organizations, individuals and institutions equally committed to helping people achieve financial independence and self-determination.
Founded in 2016, Crypto.com serves more than 50 million customers with over 5,000 people in offices across the Americas, Europe and Asia, and is the world’s fastest growing cryptocurrency platform. Our vision is simple: Cryptocurrency in Every Wallet™. Built on a foundation of security, privacy and compliance, Crypto.com is committed to accelerating the adoption of cryptocurrency and empowering the next generation of builders, creators, and entrepreneurs to develop a fairer and more equitable digital ecosystem. Learn more at https://crypto.com.