Droga5 New York launched a new spot for Under Armour starring Golden State Warriors point guard, and unanimous NBA MVP, Stephen Curry and directed by Harmony Korine (Kids, Gummo, Spring Breakers).
The spot, entitled “Make That Old” features Curry promising to put last year’s NBA Championship loss to the Cleveland Cavs behind him. It opens with a Curry and a chorus of young fans/local youth basketball players going over the “old” story, that Curry’s dad taught him jumpers, that he was thought too small for the NBA, his record-breaking number of three-pointers en route to a unanimous MVP selection.
Brand: Under Armour
Launch: October 2015
“Missed championship? That’s fresh,” Curry says near the conclusion of the spot. “Now, make that old,” say some young fans and the spot concludes by introducing the new Curry 3 sneakers after the promise of the “I Will” tagline.
This is hardly new territory for Droga5 and Under Armour, of course. As Adweek points out, it arrives not just on the heels of September’s “Prince With 1,000 Enemies,” starring Carolina Panthers quarterback Cam Newton, whose team lost Super Bowl 50 to the Denver Broncos, but also this past summer’s 2016 Rio Olympics spot featuring a Michael Phelps seeking redemption after a disappointing performance at the 2012 London Olympics.
Similarities to previous efforts aside, however, the spot’s style mostly works. It’s visually impressive and while Curry might not be much of an underdog anymore, he remains a likable figure. The “Make That Old” line is a succinct way to address athletes need to look to the future to overcome past losses while also a suggestive way to lead into the reveal for the new Curry 3 line, inferring it could refer to your old kicks if you don’t pick up the brand’s latest offering. And the approach is one that just makes sense for a brand that has outgrown its underdog status to become a major player, albeit one always looking up at established category leader Nike. Still, it would be nice to see Droga5 truly take “Make That Old” to heart and leave it behind for something new.