Warriors G Stephen Curry as part of his endorsement deal with Brita will visit a West Oakland elementary school to pitch water filters next month, an "arrangement that critics say raises questions about the insinuation of advertising into schools," according to a front-page piece by Jill Tucker of the S.F. CHRONICLE. Curry will appear at a school assembly "planned and promoted by Brita." Brita, a subsidiary of Clorox, "signed a three-year endorsement deal" with Curry 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." Curry's appearance is unique in that while many sports stars visit schools on a regular basis, 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." Campaign for a Commercial Free Childhood Exec Dir Josh Golin said, "I would absolutely say if this was a nonprofit promoting water consumption I would have no problem with it." Oakland district officials yesterday said that the Curry appearance "does not violate a district policy." Oakland Unified School District Dir Jumoke Hinton-Hodge said, "They're going to hear Steph Curry say drinking water is good for you. I can't find a problem with it. I'm OK with it. I'm very OK with it." Brita officials said that they "won't be speaking to the students during the event or delivering any commercial messages." School Principal Roma Groves indicated that the visit "aligns with the school's effort to promote healthy living in a disadvantaged community." The Oakland Unified School District said that the school is "receiving benefits from Brita, with the company planning to donate and install water filters at the school during the event" (S.F. CHRONICLE, 2/25).
