Under Armour athlete and NBA MVP Steph Curry has joined forces with Oscar winner Jamie Foxx for UA’s new basketball campaign for the Curry Two shoe and the resulting kicks are HOT ASF!
The ad spot to support the release was created by award-winning agency Droga5 and entitled “Flash”. Watch above as the video showcases Curry’s unparalleled skill set, which continues to transform the game of basketball. Foxx provides a narrative that poses the question, “How long does it take to change the game of basketball?” The emphatic response is, “0.4 seconds,” which is the amount of time it takes for Curry to release a shot, the fastest ever measured. 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 lasting effect 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, Vice President 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.”
Curry shows off his “Iron Sharpens Iron” Curry Two sneakers in the ad spot, which is the first colourway of Stephen’s second signature shoe. Available on UA.com, at Under Armour Brand House locations and select retailers around the world on October 24 for $129.99 (UK price TBC), the new shoe features UA SpeedForm® and Charged Cushioning™ technologies. UA SpeedForm technology allows for a seamless precision fit, while Charged Cushioning absorbs impact and converts it into a responsive burst, offering explosiveness in every step. Additional colorways of the Curry Two will release throughout the season.
The two colourways have also been designed for specific reasons – ‘Iron Sharpens Iron’ references the importance of playing with the best, against the best, to make you stronger, sharper and better, while ‘Dub Nation’ is a tribute to the loudest fans in the NBA and Bay Area pride.