Years ago, Michael Jordan had Spike Lee. The basketball superstar and the director-actor teamed up on a series of Nike sneaker ads that elevated the brand and their already sizable profiles.
Now, it seems, Stephen Curry has Jamie Foxx.
On Tuesday, Under Armour released the newest ad featuring the reigning NBA Most Valuable Player and the Oscar-winning actor. The spot, by the ad agency Droga5, is timed for Saturday's release of the Curry Two shoe.
The pair teamed earlier this year on a campy spot (for the Curry One) in which Foxx quoted Shakespeare and referred to Curry as the "patron saint of the underdog" and the "baby-faced assassin."
Foxx is the voice for the new ad and again appears on camera, along with some pyrotechnics.
Curry is seen in a darkened gym shooting 3-pointers, which the ad says he can release in as little as 0.4 seconds. Fireworks explode intermittently. "The step-back 3 is the new dunk," Foxx proclaims.
Under Armour launched the Curry One – plus his apparel collection -- in February 2015. The Curry Two is already available in Asia, where Curry toured with the company. Saturday is the global launch.
Calculating that the 27-year-old Curry's star would only continue to rise, Under Armour doubled down on the Golden State Warriors guard in September, extending its sponsorship deal through 2024 and providing him an equity stake in the company.