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Under Armour and Stephen Curry Debut Campaign for Curry 3

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Under Armour and NBA star Stephen Curry debuted a new campaign titled ‘Make That Old’ for the Curry 3 this week.

The video shows young basketball players, girls and boys from toddlers to their early 20’s, commenting on Curry’s career. The video begins by discussing highlights from his tenure in basketball, and continues to the disappointment of last season. The kids on screen remind Curry and the audience that those actions, good and bad, are old news.

“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 video takes place in the Bay Area of California and shows local athletes inspired by Curry and his career—each young basketball player urging Curry to “make that old.” The saying means to remind the viewer that the past is in the past, and that the future holds the possibility to be great—for Curry’s career and those watching.

“Watching Stephen last season was an unreal experience for all basketball fans,” said Adrienne Lofton, Under Armour senior vice president of global brand marketing. “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, with the “Make That Old” campaign. We’re eager to see Stephen back on the court this season, inspiring the next generation of basketball players, one shot at a time.”

The video features the Curry 3, which debuted Oct. 21, and retails for $140. The shoes are available in an array of colors online and the Under Armour shop app for iOS and Android phones.

Under Armour will also feature new digital content, such as Snapchat videos and a suite of social content through the brand’s digital channels.

[youtube https://www.youtube.com/watch?v=PSEOq0C-8Ug]

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