NEW YORK, Feb. 12, 2015 /PRNewswire/ -- Oscar-winning
actor Jamie Foxx and NBA All-Star
Stephen Curry joined Under Armour
Founder and CEO Kevin Plank at an
event in New York City to launch
the brand's biggest ever global brand campaign, The Book of Will.
Foxx is the star and Creative Director of the new short films that
are expanding the brand's I WILL campaign dedicated to the
underdogs whose journey is defined by a relentless drive to
succeed. The first film from the campaign, which debuted at the
event, tells the story of Curry's journey and is entitled "Volume
One: Shakespeare Got it All Wrong." It will air on February 15 during the 2015 NBA All-Star Game
telecast on TNT.
"We've had a relationship with Jamie since 1998 when he was
filming the movie 'Any Given Sunday' and we knew he was the right
creative partner to help bring Stephen's journey and the underdog
message to life," said Kevin Plank,
Under Armour Founder and CEO. "He understands
what it means when athletes will themselves to make something
happen, and – like creating a legacy in Hollywood or taking the NBA by storm — a lot
of times that means rewriting the book and creating your own
path."
Acclaimed film director Peter
Berg, directs each spot in the campaign. The new film is
available to watch now at youtube.com/underarmour.
"Stephen Curry is the hottest
player in the NBA right now, and this film tells the story of his
tough journey to get there," said Foxx. "With the season he's
having, everybody is acting as if they believed in his talent from
the start, but he had to fight his way up from day one, through
high school, to putting a small college on the map, to dominating
in the league."
"Shakespeare Got it All Wrong" depicts Stephen's path from being
the son of an NBA star, to an overlooked high school basketball
player, to becoming the game's new creative genius and most
"unguardable" playmaker. After being virtually unknown to scouts
and pundits just a few years earlier, the film anoints him as "The
Patron Saint of Underdogs." Detailing Curry's rise, and the
response he has received causing mob scenes at Under Armour stores
around the world, from New York to
Shanghai, the content is comprised
of real moments in his life going back to his childhood. Now
in his fifth professional season, Curry has established himself as
one of the game's most electrifying players. He is redefining the
point guard position with a combination of floor vision and
shooting that sets him apart from anyone who has ever stepped on a
basketball court. The leading vote getter amongst all players, he
is starting in his second straight NBA All-Star game this Sunday in
New York City.
"I appreciate the journey I am on and what I've gone through to
get where I am today," said Curry. "I'm enjoying the success, but I
still feel I have room to grow to reach my full potential. The
process is about getting better every day and never losing the
hunger to reach all my individual and team goals."
Featured in the commercial is the "Dark Matter" Curry One – the
colorway of his signature shoe that he will wear during the NBA
All-Star game. Available at UA.com starting on February 13 for $119.99, the new shoe features Charged
Cushioning™ and Anafoam technology. Charged Cushioning absorbs
impact and converts it into a responsive burst, offering
explosiveness in every step and change of direction. Anafoam molds
together EVA foam and mesh to provide basketball players of all
levels with anatomical support at key pressure points.
The second film in the series, "Volume Two: Aristotle Got it All
Wrong," also debuted at the event. It airs on broadcast starting
February 17 on the NFL Network and
ESPN, and is available to watch now at youtube.com/underarmour.
Starring Foxx alongside US track and field athletes Manteo
Mitchell and Natasha Hastings, the
film chronicles the self-determination and inner drive it takes to
be the fastest person on the track. In this take, it's Aristotle's
famous: "You are what you repeatedly do," quote that is rewritten
for Under Armour athletes to: "You are what you repeatedly do, when
things get hard." For Mitchell, his reaction to the challenge is
detailed by his resolve during the 2012 Olympics when he broke his
leg while running the 4x400 relay and continued running another 200
yards to pass off the baton, giving his team the chance to
eventually win the silver medal.
In the spot, Mitchell and Hastings are wearing UA SpeedForm®
Gemini and UA SpeedForm® Apollo Vent
running shoes, respectively.
UA SpeedForm Gemini brings precision fit and feel to a shoe made
for long distance running. It features a seamless heel cup and
lightweight, breathable upper, which minimizes distractions and
allows for a more locked in, personalized fit. UA SpeedForm Gemini
is available now for $129.99 at
UA.com.
UA SpeedForm Apollo Vent, engineered using the same seamless
heel cup technology, delivers zero distraction and next-to-skin
support and comfort. The ArmourVent™ mesh upper delivers maximum
breathability in a light, stretchy, durable, fast-drying fabric and
the molded 4D Foam® footbed conforms to your foot's exact shape to
eliminate slippage. It's available on UA.com beginning February 13 for $109.99.
For more film content visit youtube.com/underarmour and to join
in on the conversation follow @UnderArmour on Twitter, Instagram
and record.underarmour.com/.
About Under Armour, Inc.
Under Armour (NYSE: UA), 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, Inc.