Jamie Foxx and NBA All-Star Stephen Curry unite for Under Armour campaign
Following its last campaign with iconic Brazilian supermodel Gisele Bündchen, Under Armour have now tapped the multitalented Oscar-winning actor Jamie Foxx and NBA All-Star player Stephen Curry for its latest (and largest-ever) global campaign.
On Thursday, the Baltimore-based sportswear label unveiled the exciting new project – titled 'Book of Will' – at a special event in Manhattan, NYC. As part of the new campaign, Foxx and Curry both star in a series of new promotional films.
Jamie Foxx also served as a creative director for one of the short videos, 'Volume One: Shakespeare Got It All Wrong' – which explores Curry's NBA journey and will debut Sunday during the NBA All-Star Game on TNT.
Kevin Plank, Under Armour’s founder and chief executive officer said: “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,” adding “He understands what it means when athletes will themselves to make something happen.”
Meanwhile, Foxx noted that Curry “is the hottest player in the NBA right now, and this film tells the story of his tough journey to get there.” And that the sports star “had to fight his way up from Day One.”
In the commercial, Curry is seen sporting Under Armour’s 'Dark Matter' Curry One sneakers, which he will also wear in the game on Sunday. Take a sneak-peek at the new project below, now.