Under Armour-sponsored quarterback Cam Newton will play in the NFL regular season opener Thursday, leading his Carolina Panthers against the Denver Broncos in a Super Bowl 50 rematch. Today, the athletic staple released a video starring the reigning NFL MVP.
“Prince with 1,000 Enemies” is the final installment of Under Armour’s footwear-focused “It Comes From Below” marketing campaign. Throughout the clip, Newton is wearing his signature cleat, the Under Armour C1N, which is available on ua.com for $160 as well as dickssportinggoods.com and eastbay.com.
The video, according to the brand, is its look at Newton’s journey to NFL stardom, showing the obstacles he’s overcome and his continuous efforts to become better and stronger. The film features a voiceover from Newton’s mom, Jackie, and is inspired by a passage from the Richard Adams children’s book, “Watership Down” — the story of a rabbit who must his skills to lead his herd.
“It’s no secret that I have faced many obstacles, but my drive to be the best I can be continues to push me forward,” said Newton. “The campaign film tells my story and shows that I will continue to work hard to break down barriers. The tagline is perfect because I’ve always felt that my game is only as good as the foundation it was built on. Everything I do on the field is anchored in solid footwork, with the best footwear, which powers my ability to perform at the highest level.”
“Prince with 1,000 Enemies,” created in partnership with Droga5, will run on TV as well as online, and the campaign will continue with content on social media.