Under Armour has launched a push starring Stephen Curry to promote the Curry 3, a shoe which rides on its UA Threadborne technology.
Under Armour has initiated its latest Stephen Curry collaboration to introduce a shoe and remind the world that he still has everything to prove. In line with the new basketball season, the brand has released a push to elevate both the athlete and his signature footwear collection, the Curry 3.
Created in collaboration with creative shop, Droga5, the commercial tells the story of a re-born Curry, who although is coming off the disappointment from the previous season, is still proud of his accomplishments as well as eager and motivated to write the next chapter in basketball history.
Shot by Harmony Korine and set in the Bay Area, the spot features local athletes whose passion for the game was ignited by the star. The legion of young, progressive basketball players lists the ups and downs which have marked Curry’s career, with each one urging him to ‘make that old’.
The players remind the viewer that for Curry, whether he’s celebrated as a global sport and cultural icon or vilified for a heart-breaking loss, nothing in the past is as important as what is to come. The campaign’s underlying message is that one can always find ways to rise above and get better.
The effort also includes digital content such as Snapchat videos and social media executions. Under Armour is set to roll out the full exercise through traditional and online channels, with YouTube, Snapchat, Facebook, and others playing key roles in the distribution of the campaign’s message.
The Curry 3 spotlights the UA Threadborne technology, a fabric innovation derived from the thread composition of a parachute to provide lightweight and breathable support for optimal performance. Additional colourways will be added to the collection and released throughout the season.
“Through the voices of local youth basketball players, we are able to share an intimate look at Stephen’s journey from last season to now. We are eager to see him back and inspiring the next generation one shot at a time,” said Adrienne Lofton, SVP, Global Brand Marketing at Under Armour.