Under Armour and two-time NBA MVP Stephen Curry kick off a new season, introduce a new shoe–the Curry 3–and remind the world that he still has everything left to prove. Droga5 New York launched a campaign that introduces the Curry 3; a centerpiece spot directed by Harmony Korine of MJZ tells the story of a reborn Curry who’s proud of his accomplishments but coming off last year’s disappointment in the NBA Finals. Now Curry is eager and motivated to write the next chapter in basketball history.
Titled “Make That Old,” the commercial is set in the Bay Area and features local athletes whose passion for basketball has been ignited by Curry. In the ad this legion of young, progressive basketball players lists the ups and downs that have marked Curry’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.
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.
