GOING BIGGER: Under Armour has tapped Oscar-winning actor Jamie Foxx and NBA All-Star Stephen Curry for its largest-ever global ad campaign. At an event in Manhattan on Thursday, the Baltimore-based activewear brand unveiled the first film in its “Book of Will” campaign. The film features Foxx, who also served as creative director, and tells the story of Curry’s journey to the NBA. Entitled “Volume One: Shakespeare Got It All Wrong,” the film will air on Sunday during the NBA All-Star Game 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’s founder and chief executive officer. “He understands what it means when athletes will themselves to make something happen.”
Foxx said Curry “is the hottest player in the NBA right now, and this film tells the story of his tough journey to get there.” Curry “had to fight his way up from Day One.”
In the commercial, Curry wears Under Armour’s “Dark Matter” Curry One sneaker, the one he will also wear in the game.