Under Armour released a new ad after the Golden State Warriors clinched the NBA championship to celebrate Stephen Curry, the Baltimore brand’s biggest basketball ambassador.
The ad does it with a unique twist by taking on Curry’s critics who argue his long-range sharp-shooting — he hit seven 3-pointers in the Warrior’s 108-85 victory in game four Friday night — is ruining the game and inspiring kids to try to shoot like him.
Other voices mock his ubiquity, his celebration shimmy and his habit of playing with his mouth guard.
Under Armour has a lot riding on Curry as it vies to develop its athletic footwear business and compete with Nike and other rivals. Its line of namesake Curry shoes have been a top-seller and the recent release of the Curry 5 was well received.
Toward the end of the new commercial a young boy who was missing his three-pointer shots at the beginning turns to the camera and says: “Well guess who’s on top? If you don’t like it, do something about it!”
The video fades to black. The words “Ignore the hate. Keep doing you.” appear, followed by the Under Armour logo with the tagline: “Will finds a way.”