Under Armour is betting big on its marquee athlete Stephen Curry. This week, the Baltimore-based athletic brand debuted the NBA All Star top-vote-getter’s signature shoe, the Curry 1. And on Thursday, at a high-octane event in New York City, Under Armour CEO Kevin Plank unveiled a new advertising spot starting Curry and Oscar winner Jamie Foxx.
The short film, which hits airwaves on Friday (just in time for NBA All Star Weekend), traces Curry’s path from being an overlooked high school athlete to being the most “unguardable” player in the league — not to mention a major global celebrity. Foxx serves as the ad’s narrative and creative director. The commercial was directed by Peter Berg.
Check it out here:
Both Foxx and Berg go way back with Under Armour. During a Q&A session, Foxx recalled how he first encountered the brand’s apparel on the set of “Any Given Sunday” in 1999. “I remember this young guy came in trying to sell his shirts, but he didn’t even have enough money to make them,” the actor said of Plank, noting that the two eventually became friends.
Plank pointed out that the pair are actually more intimately connected than Foxx realized: “You didn’t know this, Jamie, but that jock strap [you’re wearing in the locker-room scene in the movie] — I stitched part of that myself.”
Under Armour worked with director Berg on his TV series “Friday Night Lights.”
The commercial with Curry is part of the next evolution in Under Armour’s “I Will” marketing message. The advertising series, called “The Book of Will,” is expected to roll out in three waves this year, telling stories of underdog athletes who do what it takes to achieve their goals. Plank said it’s the company’s biggest advertising investment yet.
In addition to Curry, Under Armour will highlight sprinters Manteo Mitchell and Natasha Hastings in a spot that starts airing on Feb. 17. That commercial promotes the brand’s new SpeedForm Gemini running shoe, in stores now and retailing for $119.
The Curry 1 sneaker, which features Charged Cushioning and Anafoam technology, goes on sale Feb. 13 at UA.com for $120.
Look for Curry to be wearing the “Dark Matter” colorway in this weekend’s All Star game.