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 to launch the brand’s global 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. Film director Peter Berg, directs each spot in the campaign.
“Shakespeare Got it All Wrong” depicts Stephen’s path from being the son of an NBA star, to an overlooked high school basketball player, to becoming the game’s new creative genius and most “unguardable” playmaker.
The second film in the series, “Volume Two: Aristotle Got it All Wrong,” also debuted at the event. It airs on broadcast starting February 17 on the NFL Network and ESPN.
Starring Foxx alongside US track and field athletes Manteo Mitchell and Natasha Hastings, the film chronicles the self-determination and inner drive it takes to be the fastest person on the track.
Under Armour (NYSE: UA) offers performance footwear, apparel and equipment to athletes.