After debuting Stephen Curry’s new signature shoe last week, Under Armour is set to unveil a new brand campaign starring the NBA standout.
“Make That Old” — created in collaboration with the Droga5 agency — showcases a “reborn” Curry. According to the brand, the Curry seen in the campaign is a player who is proud of his accomplishments on the court, but, coming off an NBA Finals loss to the Cleveland Cavaliers, wants to rebound and continue to build his legacy as one of the game’s greats. Under Armour said the campaign will show the world that Curry still has a lot left to prove.
The digital spot was shot by Director Korine and set in the Bay Area, with local athletes inspired by Curry’s on-court prowess. The clip shows the ballers going through the ups and downs of Curry’s time in the NBA, with each athlete saying “make that old” — reminding the viewer that, regardless of his accomplishments or failures, what’s most important is what’s to come next in his career.
“The last year has been an incredible roller coaster of emotions, and this campaign completely captures those highs and lows,” the Golden State Warriors star said in a statement. “This year, it’s all about recalibrating to understand that there’s still so much left to do and achieve on the court and with Under Armour. This film, and the work we’ve done on the Curry 3, jumpstarts that mindset — knowing that the next chapter in our story will be written only by perseverance and the will to succeed.”
In addition to the initial clip, the campaign will have a strong social media component, via Snapchat, as well as offerings in traditional channels.
“Watching Stephen last season was an unreal experience for all basketball fans,” Adrienne Lofton, SVP of global brand marketing at Under Armour, said in a statement. “With the way the season ended, our team became determined — more than ever — to get Stephen back on top. Through the voices of local youth basketball players, we were able to share an intimate look at Stephen’s journey from last season to now with the ‘Make That Old’ campaign. We’re eager to see Stephen back on the court this season, inspiring the next generation of basketball players, one shot at a time.”
Featured in the clip is the baller’s latest shoe, the Under Armour Curry 3, which will be available on ua.com tomorrow in the “Dub Nation Heritage” colorway for $140, with a release of the “SC Camo” colorway to follow on Oct. 27 at retailers worldwide.