Under Armour and NBA basketball great Stephen Curry debuted a new ad campaign today that suggests Curry and the newest addition of his signature footwear collection, the Curry 3, make a fresh start this season after losing the NBA championship in 2016.
Renowned for his shooting accuracy, the Golden State Warriors star and two-time NBA MVP features in the new spot created by Droga5 and suggests a reborn Curry — accomplished but coming off last year's disappointment, 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 young fans of Curry who urge him to move on to his next chapter. Each urges him to "make that old" reminding people that for a player of Curry's caliber, 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.
"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."
"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."