Under Armour launched a new campaign starring Stephen Curry to celebrate the launch of his signature footwear collection, the Curry 3.
The new spot, created in collaboration with the Droga5 agency, tells the story of a reborn Curry, proud of his accomplishments but coming off last year’s disappointment, eager and motivated to write the next chapter in basketball history.
Shot by Director Harmony Korine, the spot is set in the Bay Area and features local athletes whose passion for basketball has been ignited by Curry. In the spot, this legion of young basketball players lists the ups and downs that have marked Curry’s career, with each one urging him to “make that old.”
The spot can be seen here.
“The last year has been an incredible roller coaster of emotions, and this campaign completely captures those highs and lows,” said Curry. “This year, it’s all about recalibrating to understand 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.”
“Watching Stephen last season was an unreal experience for all basketball fans,” said Adrienne Lofton, senior vice president, global brand marketing, Under Armour. “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.”
The Curry 3 debuted on October 2.
In addition to the spot, the “ Make That Old ” campaign will feature fresh digital content, such as Snapchat videos and a suite of social content. The brand will launch the full campaign through both traditional and digital channels, with YouTube, Snapchat and more playing pivotal roles in the distribution of the campaign message.
