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Under Armour, Stephen Curry Unveil New Ad Highlighting Challenges After NBA Finals Loss

A new Under Armour ad "highlights the challenges facing" Warriors G Stephen Curry after losing last year's NBA Finals, according to Jeff Barker of the Baltimore SUN. The ad, titled "Make That Old" and created via Droga5, N.Y., depicts Bay Area kids "encouraging Curry to put last season behind him, to make it history." The spot shows Curry "working out in a darkened gym" and coincides with the "release of the latest signature shoe created for him -- the Curry 3" (Baltimore SUN, 10/25). ADWEEK's Tim Nudd noted the ad is a "dark, gritty, neon-hued spot that acknowledges" among Curry's notable '15-16 successes, the "one big failure -- and aims to make it right." There is "nothing too revolutionary going on here," as fans are seen "gathering to celebrate Curry's achievements, then exhort him to do even better." Curry "broods, then enters a glowing-pink practice court and gets to work." The spot has a "bit of a surreal vibe" with a "groovy '70s feel that's helped along nicely by the soundtrack" (ADWEEK.com, 10/24). ESPN.com's Darren Rovell noted now that Curry has "helped build" an annual $200M business for UA, the "pressure is on." One out of every four dollars UA makes "comes from shoes, and expectations are high for another great year." The money in Curry's deal "rose this year, which likely makes him the fourth-highest earner in the shoe business" behind Michael Jordan, LeBron James and Kevin Durant (ESPN.com, 10/24).

DEW IT UP: Thunder G Russell Westbrook has renewed his partnership with Mountain Dew through the '18-19 season, while Cavaliers G Kyrie Irving has signed on with the brand. Both players will be involved in Mountain Dew activation around the start of this season. Irving also maintains a partnership with parent company PepsiCo, as seen in his "Uncle Drew" videos. While Westbrook and Irving will serve as national endorsers for the brand, several other players will promote the soft drink on a local basis, including Celtics G Isaiah Thomas, Bucks F Giannis Antetokounmpo, Grizzlies G Mike Conley and Spurs G Danny Green (Mountain Dew). Irving said he has "some things in the works" regarding a future Uncle Drew project, though he did not give any details (AOL.com, 10/24).

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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