Monday, October 24, 2016by Wendy Lam
For those that follow me on Instagram and Snapchat [@nitro_licious] already know that I was in San Francisco this past weekend for the launch of Stephen Curry and Under Armour‘s signature footwear collection, the Curry 3. In addition to the new sneaker release, they also debuted a new campaign, “Make That Old,” which is pretty damn amazing. The new spot uses real kids and tells the story of a reborn Curry, proud of his accomplishments, but coming off last year’s disappointment, eager and motivated to write the next chapter in basketball history. Love the spot from the lines to the music, definitely a great one. At the private press event, we watched it 3 times with Curry!
“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. This film, and the work we’ve done on the Curry 3, jumpstarts that mindset — knowing that the next chapter in our story will be written only by perseverance and the will to succeed.”
The spot features the Curry 3, Stephen’s newest signature shoe, which debuted on October 21st. The Curry 3 retails for $140 and features UA’s newest technology, UA Threadborne™, a fabric innovation derived from the thread composition of a parachute (called paracord). It provides the wearer with lightweight, breathable support for optimal levels of dynamic performance on court. Additional colorways of the Curry 3 will be released throughout the season. There’s full size run for the family too: Crib (0c–4c $50), Infant (5c–10c $60), Pre-School (10.5c-3Y $80) and Grade School (3.5Y-7Y $125). I got to wear the all-black and have the Dub Nation colorways (yes they come in GS sizing) and they are really comfortable!
The new spot, created in collaboration with the Droga5 agency and shot by Director Harmony Korine, is set in the Bay Area and features local athletes whose passion for basketball has been ignited by Curry. In the spot, this legion of young, progressive basketball players lists the ups and downs that have marked Stephen’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.