Under Armour’s new Curry NBA epic requires decoding

NBA super shot maker Stephen Curry lost out in last year’s NBA Finals, but tragedy comes in all shapes and sizes. But he needn’t worry as Under Armour are bringing out a new shoe for him. As hymned in this new spot from Droga5.

A touch de trop perhaps?

Can’t tell you much more as I don’t understand a word of it, nary a syllable in fact.

Apologise if this makes me sound like a UKIP member but there you go.

Still it’s a nice film, directed by Harmony Korine of MJZ.

MAA creative scale: a somewhat baffled 5.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.


  1. Who is John Curry??? Surey you mean Steph Curry??

  2. I did – thanks