For Stephen Curry, the past is just that, in a rousing new ad from Under Armour and Droga5.
Titled "Make That Old," the film asserts that the popular Golden State Warriors point guard is neither one to rest on his laurels, nor one to be destroyed by defeat. For Curry, it's all about progress.
Directed by MJZ's Harmony Korine, the new spot pulls together scenes of Curry's young fans from the Bay Area seemingly discounting his storied career, recalling moments both bad and good -- when he was once overlooked for his size, his multiple MVP titles, his numerous glowing nicknames, his videogame-worthy moves. But on all those things, "Blah, blah, blah … boring … that's old," they scoff.
What is fresh, however, is his most recent big headline -- his "missed" attempt at an NBA championship. And that's when things take an uplifting turn, with the kids encouraging Curry: "Now make that old," as we see him go full throttle with his training.
Promoting the new Curry 3 shoe, the "Make That Old" campaign debuts today and will also feature Snapchat content. The spot will air during NBA opening night coverage.
"The last year has been an incredible roller coaster of emotions, and this campaign completely captures those highs and lows," said Curry in a statement. "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."
"Watching Stephen last season was an unreal experience for all basketball fans," added Under Armour Senior Vice President, Global Brand Marketing, Under Armour Adrienne Lofton. "With the way the season ended, our team became determined -- more than ever -- to get Stephen back on top. Through the voices of local youth basketball players, we were able to share an intimate look at Stephen's journey from last season to now … We're eager to see Stephen back on the court this season, inspiring the next generation of basketball players, one shot at a time."