Stephen Curry and Jamie Foxx team up in a new campaign to launch the Curry Two shoe from Under Armour. The shoe, first unveiled September 6 in Shanghai, China during Curry’s tour of Asia on the Under Armour Road Show, will be available at retail globally on October 24.
The new campaign spot, created by award-winning agency Droga5 and entitled “Flash,” illuminates Curry’s winning skill set, while Foxx provides a narrative that poses the question, “How long does it take to change the game of basketball?”
The emphatic response is, “.4 seconds,” which is the amount of time it takes for Curry to release a shot — the fastest ever measured, Under Armour says.
Amidst explosions of light, sparks and smoke, Curry unleashes an array of moves in an explosive sequence, as Foxx narrates his journey to the top, and his imprint on the sport.
“Stephen is a generational talent and through hard work and self-belief he’s doing things on a basketball court that is impacting how the game is played, coached and seen by fans throughout the world,” said Peter Murray, VP global brand and sports marketing, Under Armour. “This new story, featuring Stephen in the new Curry Two, showcases his dynamic skill set which is inspiring a new generation of basketball players to challenge the foundation of the game and lead the new era of basketball.”
The spot also features the “Iron Sharpens Iron” Curry Two, the first available colorway of Stephen’s second signature shoe. The new shoe features UA SpeedForm, allowing a nearly seamless precision fit, and Charged Cushioning technologies that absorbs impact and convert force it into a responsive burst, offering “explosiveness in every step.” Additional colorways of the Curry Two will release throughout the season. The Curry Two will retail for $130.
Champion Sports met up with the designers of the Under Armour Curry Two and got an inside look at the design and inspiration of the 10/24 “Iron Sharpens Iron” release.
https://www.youtube.com/watch?v=OwfrmGpalfM&feature=youtu.be
