Wednesday, November 4, 2015
Stephen Curry and Oscar Winner Jamie Foxx Join Forces in New Under Armour Basketball Campaign for the Curry Two
The new spot, created by award-winning agency Droga5 and entitled “Flash,” illuminates Curry’s unparalleled skill set, which continues to transform the game of basketball. Foxx provides a narrative that questions, “How long does it take to change the game of basketball?” The emphatic response is, “.4 seconds,” which is the amount of time it takes for Curry to release a shot, the fastest ever measured. Amidst explosions of light, sparks and smoke, Curry unleashes an array of moves in an explosive sequence, as Foxx narrates his journey to the top and his lasting effect on the sport.
“Stephen is a generational talent and through hard work and self-belief he’s doing things on a basketball court that is impacting how the game is played, coached and seen by fans throughout the world,” said Peter Murray, Vice President Global Brand and Sports Marketing, Under Armour. “This new story, featuring Stephen in the new Curry Two, showcases his dynamic skill set which is inspiring a new generation of basketball players to challenge the foundation of the game and lead the new era of basketball.” The spot features the “Iron Sharpens Iron” Curry Two, the lead colourway of Stephen’s second signature shoe. Inspired by Stephen’s relentless commitment and dedication to make his teammates better through his play and leadership, the “Iron Sharpens Iron” Curry Two features a grey upper with a back layer of yellow that pops through perforated patterning, as well as a midsole with orange to yellow fade that incorporates detailed speckles to represent the forging of metal. Stephen’s motto, “Make My Teammates Better,” serves as the foundation for how Stephen mentally approaches the game of basketball. His strength and fortitude serves as a source of strength for his teammates and the team.Additional colourways of the Curry Two will release throughout the season. Created with a full-length Charged Cushioning midsole unit and a UA SpeedForm seamless upper, the Curry Two is engineered for basketball’s next great game changer.
“The first time I put my foot in the Curry Two, I knew having Charged Cushioning through the whole shoe would be a performance difference-maker,” said Curry. “I’ve been wearing the Curry Two all summer in my workouts, and I'm excited that the design and performance of the shoe will not just enhance my game, but it will provide all basketball players with real innovation that works.”
Charged Cushioning® System
The full-length Charged Cushioning unit in the midsole absorbs impact and converts it into a responsive burst to enhance Stephen’s first-step and change of direction.
UA SpeedForm® Technology
The UA SpeedForm Technology upper moulds precisely to Stephen’s foot, providing free range of motion and strategic stability so he can stop and go, cut and change speed without restrictions. The perforated engineering in the UA SpeedForm keeps the Curry Two lightweight with durable breathability.
Locked in Stability & Control Technology
The Curry Two’s external heel counter also locks in the foot and eliminates sliding for a secure fit. The rubber outsole with an organic herringbone traction pattern offers supreme underfoot control and multi-directional grip of the court. External shanks in the arch and forefoot provide midfoot and lateral stability. A high abrasion skin on the toe tip increases durability to support Stephen’s quickness and change of pace. “In the Curry Two, Stephen has freedom of movement, responsive cushioning and strategic stability,” says Dave Dombrow, Vice President of Design, Footwear and Accessories, Under Armour. “What makes Stephen great is that he plays the game like no one we've ever seen, and at any moment he’s going to do something on the court we didn’t think possible. We drew from that to build him a shoe that allows him to play untethered and unpredictable, while staying in complete control of his every movement and speed.”
Curry Two Availability
The “Iron Sharpens Iron” Curry Two will retail at Php8,995.00 at the Under Armour Bonifacio
High Street, SM Megamall and UP Town centre, and selected multi-branded stores of Tobys, Titan, Olympic Village and Planet Sports. Eight additional colour ways will be released over the rest of the quarter, up till Christmas.
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