Under Armour is launching a brand new commercial featuring NBA All-Star Stephen Curry and Academy Award winner Jamie Foxx.
Bleacher Report wrote that the ad is for the Under Armour "Curry One", the point guard's first signature shoe. Bleacher Report shared a behind-the-scenes video of the duo making the commercial. The ad, titled "Charged by Belief", was directed by Peter Berg. It will officially be launched on television on Sunday, February 15, 2015.
Sports Grid reported that in the commercial, Foxx described the Golden State Warrior as "the patron saint of the underdog - the league's most unguardable player."
According to AdAge, the new commercial is part of Under Armour's biggest global campaign to date. The campaign is dubbed "Book of Will", giving reference to Aristotle and Shakespeare as narrated by Fox. There will be two TV spots, the first starring Stephen Curry and the second featuring track-and-field athletes. The first ad will showcase the "Curry One" while the second spot will present two new running sneakers. The campaign was made in-house and remained consistent with the "I Will" tagline of the company, describing an underdog mentality driven by a powerful will to achieve success.
Steve Battista, Senior VP-Creative of Under Armour, described the actor and musician as a creative partner. Foxx actually helped write the ads.
Battista said about Foxx in the same AdAge report, "We've never had a non-athlete in one of our campaigns to such an extent. But it felt like this just wasn't hiring a face. [Mr. Foxx is] a friend of the brand who was also coming on as a creative partner."
In the video by Bleacher Report, Curry shared how the ad properly presents his first signature shoe and all its colorways, as well as tells his story to stardom. He talked about how the new shoes define his playing style and said how he was thrilled about the new logo that Under Armour made for him. He shared his excitement about working with Foxx and Berg to launch his first sneaker spot. He described the experience as a "dream come true".
Curry was in basketball wear while Foxx was wearing a suit and the two bonded by shooting hoops in a theatre with William Shakespeare's image in the background. As the film rolled, Curry was shown shooting from beyond the arc while Foxx was narrating the NBA star's talents Shakespeare-style, ultimately describing the point guard as a "baby-faced assassin."