SportsCenter Ad by Nike Agency Features Under Armour Star

Steph Curry ESPN Ad Coincides With Shoe Launch

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Under Armour's Stephen Curry shoe launch is getting a subtle boost from an unlikely source: Nike's ad agency.

Wieden & Kennedy, which has long worked for Nike, also works for ESPN. And the agency's latest ad for SportsCenter features Mr. Curry and comes as Under Armour is seeking to build buzz behind its new "Curry One" shoe.

Mr. Curry, who plays for the Golden State Warriors, will debut the shoe during Friday night's game against the Cleveland Cavaliers that will be on ESPN. The SportsCenter ad does not plug Mr. Curry's shoes.

"The commercial has no connection to the launch of the Curry One," an Under Armour spokesman said in an email. An ESPN spokeswoman also said the ad's timing was coincidental with the shoe launch, and was instead timed to coincide with the Cavs-Warriors game.

Still, the ad lends more valuable PR to Under Armour's biggest hoops endorser at the very moment Under Armour is trying to pump him up. And if you look closely, Mr. Curry is wearing Under Armour shoes in the ad.

Wieden & Kennedy could not be reached for comment on Friday afternoon.