Glaukos, an ophthalmic device company, has announced a partnership with four-time NBA champion Stephen Curry for a new patient-awareness campaign called "Could it be KC?" The effort is designed to educate the public about keratoconus, a progressive eye disorder that thins and bulges the cornea, leading to distorted vision if left untreated.
By leveraging Curry's visibility as a two-time NBA MVP and Olympic gold medalist, Glaukos hopes to reach a broader audience, particularly younger people who might dismiss early symptoms like blurring or glare. The campaign name plays on the common abbreviation for the condition, aiming to prompt people to ask whether their vision issues could be keratoconus.
The source does not provide details on the campaign's specific channels or timeline, but the collaboration underscores a growing trend of using celebrity athletes to spotlight niche medical conditions. For Glaukos, which markets treatments for keratoconus, the partnership serves both awareness and commercial goals, though the company frames it primarily as an educational effort.