BALTIMORE, Md., Oct. 24, 2016 /PRNewswire/ -- Today,
Under Armour (NYSE: UA, UA.C) and Stephen
Curry kick off a new season, introduce a new shoe, and
remind the world that he still has everything left to prove.
To celebrate the start of the 2016-2017 basketball season, Under
Armour launches a new campaign that elevates Curry and the
newest addition to 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, progressive basketball players lists the ups and
downs that have marked Stephen's career, with each one urging him
to "make that old." With the utterance of each phrase, the players
remind the viewer that for Curry, whether he's celebrated as a
global sport and cultural icon, or vilified for a heartbreaking
loss, nothing in the past is as important as what is to come. For
Curry and Under Armour, the message is that you can always find
ways to rise above and get better. Click here to view the spot.
"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 spot features the Curry 3, Stephen's newest signature shoe,
which debuted on October 21. The Dub
Nation colorway, which is featured in the spot, will be available
on UA.com and the UA Shop App on October
25. The SC Camo colorway will follow with a release at
retailers nationwide on October 27.
The Curry 3 retails for $140.00 and
features UA's newest technology, UA Threadborne™, a fabric
innovation derived from the thread composition of a parachute
(called paracord). It provides the wearer with lightweight,
breathable support for optimal levels of dynamic performance on
court. Additional colorways of the Curry 3 will be released
throughout the season. Download the UA Shop App on iTunes and
Google Play.
In addition to the spot, the "Make That Old" campaign will also
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. To follow the story and to learn more about the campaign
visit youtube.com/underarmour and @UABasketball on Twitter,
Instagram and Facebook. Download UA RECORD and join our fitness
community on iTunes and Google Play.
About Under Armour, Inc.
Under Armour (NYSE: UA, UA.C), the originator of performance
footwear, apparel and equipment, revolutionized how athletes across
the world dress. Designed to make all athletes better, the brand's
innovative products are sold worldwide to athletes at all levels.
The Under Armour Connected Fitness™ platform powers the world's
largest digital health and fitness community through a suite of
applications: UA Record, MapMyFitness, Endomondo and MyFitnessPal.
The Under Armour global headquarters is in Baltimore, Maryland. For further information,
please visit the Company's website at www.uabiz.com.
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SOURCE Under Armour