Basketball Star Stephen Curry Does His Thing for Curry Brand Campaign

Curry Brand powered by Under Armour, has launched its latest campaign, ‘Do Your Thing,’ featuring Stephen Curry, De’Aaron Fox, Kelsey Plum and Famous Los along with a debut of a new mainstream song by DJ Crazy, featuring TJ Atoms. 

This campaign is broken into two parts:  

• Part one features Stephen Curry in a light-hearted way while he debuts his new Curry 11 signature footwear drop.  
  
• Part two will showcase Stephen along with additional UA and Curry Athletes doing their thing, while also dropping new mainstream song 'Shimmy' by DJ Crazy, featuring TJ Atoms (the actor who plays Ol' Dirty Bastard in the hit Hulu series Wu-Tang: An American Saga).
  

Part one of this campaign features three ad spots: Massage Ad, Putt Ad, and Bubble Wrap Ad. 

The ads focus on Stephen’s newest signature shoe line, the Curry 11, and how it conveys his overall attitude and joy – showcasing how being relaxed and doing your thing ultimately allows you to do anything. For these spots, Under Armour tapped into the playful irrelevance and randomness of the internet, giving a glimpse into how Stephen ignores the noise and continues to do his thing, which has empowered him to do whatever he wants.  

Part two of this campaign is brought to life in a 30 second ad that features Curry Brand signature athletes Stephen Curry and De’Aaron Fox, as well as Under Armour athlete Kelsey Plum.  

The ad kicks off spotlighting the infectious excitement Stephen brings to the NBA. We know, there is arguably no one out there like Stephen, from the swagger to the smiles to the shimmying to the no look 3s to the air kicks. Stephen is out there doing his thing. Like Stephen – when you do your thing, you can do anything. 

While this ad features three top tier UA and Curry Brand basketball athletes, along with Famous Los, a well-known sports media influencer, and a die-hard Stephen fan, it also debuts a new song and beat 'Shimmy' by DJ Crazy, featuring TJ Atoms.