Under Armour Stakes Its Claim in the Basketball Footwear Industry with “Curry One” Ad Campaign

The ad narrated by Jamie Foxx includes a highlight reel of MVP candidate Steph Curry, playing on a big screen while Curry shoots 3-pointers wearing his Curry One sneaker. This was a long time coming as Curry was signed to Nike, one of Under Armour’ top competitors, for the first four years of his career.

Under Armour threw an event during the NBA All-Star weekend to launch the Curry One sneaker, the same weekend Curry, the vote leader for the NBA All-Star game, went onto win the Foot Locker Three-Point Contest.

Curry gives Under Armour a chance to make a run at Nike’s dominance in the basketball sneaker retail market. If Curry does indeed win the MVP, it would truly help Under Armour and Curry’s ever-growing popularity. Curry currently has the second most popular NBA jersey behind Lebron James.

Curry seems to be a major component of helping Under Armour turn the corner. Under Armour has passed Adidas to become the second most popular sportswear company in the US and the company passed the $3 billion mark in annual revenue for the 2014 fiscal year. This is the first year it has ever happened. Ironically, Curry signed to Under Armour in late 2013. The more popular Curry gets, the more popular Under Armour becomes to consumers.

-Ulysses Achonye (@xslurrtyx)