Under Armor has released a new commercial featuring its multi-million dollar man, Steph Curry. The commercial, which aims at coining the phrase “make that old,” provides an overview of Curry’s career.
It references the many different “hot takes” people have had about Curry and his rise to prominence; from his father teaching him to shoot a jumper to his undersized frame to his MVP’s to the disappointing end to Golden State’s record setting season.
Alternating between Curry shooting in night-club lit gymnasium, and various children/adolescents repeating what he says in his voice-over, it’s a clever marketing move by Under Armor.
They’re trying to create a new narrative for Curry; trying to parlay a “man on a mission” element into big bucks.
Well, it isn’t “I wanna be like Mike,” but it’s a good ad. Curry was signed away from Nike by Under Armor on a deal that paid him $4 million annually. The terms of his current deal weren’t disclosed but they are assumed to be well in the excess of that number. His partnership with them runs until 2024 and includes equity stake in the company.