Jamie Foxx, Steph Curry Star In Under Armour Campaign
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Under Armour is adding an A-list actor to its marketing roster while invoking a Greek philosopher and a literary giant for a new global campaign. The 19-year-old company says will be its biggest ad effort to date.
The campaign, called “Book of Will,” channels Aristotle and Shakespeare in a pair of TV spots narrated by actor Jamie Foxx. One of the ads features Under Armour endorser and NBA star Stephen Curry, while another spot features a pair of track-and-field athletes.
The campaign, which was created in-house, puts a new twist on the brand’s “I Will” tagline, which is meant to convey an underdog mentality fueled by a relentless will to succeed. The effort also marks the beginning of a new partnership with Mr. Foxx, whom Under Armour Senior VP-Creative Steve Battista described as a “creative partner.” He said Mr. Foxx helped write the ads.
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