Warriors G Stephen Curry will "take the spotlight in Under Armour's next big ad, set to debut next week," as he will "rock his new signature basketball shoe, the Curry One, in Under Armour's first major marketing push of the year," according to Sarah Meehan of the BALTIMORE BUSINESS JOURNAL. The commercials will "segue to the second part of the shoe campaign, centered on Under Armour's newest running shoe, the Speedform Gemini." The Feb. 15 launch of Curry's ads is "timed to the NBA All-Star Game" in N.Y. UA Founder, Chair & CEO Kevin Plank "didn't put a price tag on the push, but Under Armour's most recent 'I will what I want' women's campaign featuring supermodel Gisele Bundchen and ballerina Misty Copeland ran the company" $15M. The Curry One, "originally unveiled Jan. 8, will retail for $120" (BIZJOURNALS.com, 2/6). CNBC’s Jim Cramer called Plank a “visionary.” Cramer said Curry’s new shoe is “going right into Nike’s wheelhouse.” Cramer: “Can you really take on Nike in basketball shoes?’ I come back and say, ‘Go ahead. Keep betting against Kevin Plank. It’s been done all the way up.” Cramer: “Plank’s not content with having the best shoe, the best apparel, the best cleat. He wants to have to have the best connect network of people who want to stay healthy.” Cramer: “I’m warning you that you short Under Armour at your own peril” (“Mad Money,” CNBC, 2/5). Meanwhile, ESPN's Darren Rovell notes Foot Locker, which sponsors the All-Star 3-point contest, puts Curry "up against a 10-year-old girl" as part of its "Redemption" video series (TWITTER.com, 2/5).
COMMON GROUND: ADWEEK's Andrew McMains noted hip-hop artist Common has "found time to voice" a promotion for the All-Star Game. Created by DDB, N.Y., the spot "mixes live action and animation, with flashes of NYC landmarks like the Statue of Liberty and Brooklyn Bridge." The ad debuted online Thursday and "will appear soon" on TV (ADWEEK.com, 2/5).
