Under Armour Celebrates Steph Curry by Embracing Everything Critics Hate About Him

If you don't like it, do something about it

Under Armour
Headshot of Doug Zanger

Pity the three-peaters. Zinedine Zidane, Cristiano Ronaldo, Gareth Bale, et al. understand it after wrapping up a third consecutive UEFA Champions League title in soccer. Now, the Golden State Warriors stand alone atop the NBA world, and the slinging of arrows is in full flower.

So many haters—and Under Armour is celebrating the loathing with a new in-house spot featuring Stephen Curry’s NBA Finals win, with a healthy dose of embracing the hate.

Three championships in four years—but Steph is ruining the game, they say. He’s teaching kids to take “bad threes,” they say. They’re sick of seeing “this guy everywhere,” they say. The corny shimmy. The mouthguard dangling out of his mouth (hat tip to James Corden for rocking it for Carpool Karaoke).

It’s all fodder for an acrimonious relationship between fans outside the Bay Area and Curry, which at times is puzzling as the star, along with teammate Kevin Durant, is nothing but a winner without the requisite drama or baggage that can come with success (see: Dennis Rodman).

But make no mistake, there’s a great payoff at the end of the ad—a call to arms as it were—with the kid missing three-pointers at the beginning saying, “Well, guess who’s on top? If you don’t like it, do something about it.”

It’s a nice thought, but the Warriors are already the runaway pick to repeat yet again next season. So it appears that the hate shall forge on until we know where LeBron James ends up.

Agency: Under Armour In-House Brand Creative
Spot: Steph Curry | Will Finds A Way
Senior Creative Director: Sean Flanagan
Senior Creative Director: Jed Jecelin
Creative Director: Alex Bardoff
Brand Marketing: Justin Brown
Executive Producer: Trang Dam
Post Producer: Kimberli Foltyn
Director: Justin Beckenheimer and Sean Flanagan
Director of Photography: Daniel St. Ours, Joe Sederquist, Laurence Scott
Editor: Joseph Nolan
VFX: Evan Patrick

Song: “Stay Gold”
Artist: Run The Jewels

Mix: White Noise Lab

Footage Courtesy of NBA Entertainment & CBS Broadcasting Inc.

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@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.