Oscar-winning actor Jamie Foxx and NBA All-Star Stephen Curry joined Under Armour Founder and CEO Kevin Plank at an event in New York City last week to launch the brand’s biggest ever global brand campaign, The Book of Will. Foxx is the star and Creative Director of the new short films that are expanding the brand’s I WILL campaign dedicated to the underdogs whose journey is defined by a relentless drive to succeed. The first film from the campaign, which debuted at the event, tells the story of Curry’s journey and is entitled “Volume One: Shakespeare Got it All Wrong.” It will air on February 15 during the 2015 NBA All-Star Game telecast on TNT.
“We’ve had a relationship with Jamie since 1998 when he was filming the movie ‘Any Given Sunday’ and we knew he was the right creative partner to help bring Stephen’s journey and the underdog message to life,” said Kevin Plank, Under Armour Founder and CEO. “He understands what it means when athletes will themselves to make something happen, and – like creating a legacy in Hollywood or taking the NBA by storm — a lot of times that means rewriting the book and creating your own path.”
Photo Credits: Marion Curtis/StarPix