Glaukos is teaming up with four-time NBA champion, two-time NBA Most Valuable Player and Olympic gold medalist Stephen Curry for a new “Could it be KC?” campaign.
Keratoconus (KC) is a progressive eye disorder in which the cornea thins and bulges outward into a cone shape.
It’s a rare disorder, with the prevalence of KC in the U.S. around 0.04%, predominantly affecting younger adults. Noticeably higher rates have been reported among Black and Hispanic populations compared with other groups.
The condition comes with a distinct lack of awareness, and thus diagnosis, as well as a high level of stigma because it can alter someone’s facial appearance.
Glaukos knows the condition well, as it markets Epioxa, an FDA-approved, noninvasive, epithelium-on corneal cross-linking treatment for KC.
Its new campaign taps Curry’s personal story of living with keratoconus. It will also more broadly serve as a disease awareness and educational campaign, with “expanding activities planned in 2027,” according to a release.
The idea is to boost recognition and earlier detection of KC while also encouraging greater uptake of treatments and procedures for the condition, all while seeking to reduce stigma.
“For a long time, I got used to just getting by, squinting and brushing off headaches, without realizing anything was wrong with my eyes,” said Curry in a statement.
“When I was diagnosed with keratoconus, it was scary, but I knew I couldn’t ignore it and asked for help. Vision is one of the biggest privileges we have, and I don’t want anyone to lose sight of what matters. My hope is that this campaign helps other individuals and families feel seen and encourages them to prioritize their eye health.”
Curry kicked off the launch by joining local students in Oakland, California, for an educational community event centered on eye health.
The event included a new picture book from Glaukos that is “inspired by Curry’s own experience living with KC,” and is set up “to make conversations about eye health and KC more approachable.” Curry read the book aloud and showed off his skills in a pickup basketball game.
There is also a new website tied to the launch that includes a quiz to see whether you or someone you know may have the condition. It also uses images and videos to show what it’s like to see with KC.