Oscar-winning actor Jamie Foxx and NBA All-Star Stephen Curry have joined forces to launch American sportswear franchise, Under Armour’s biggest-ever global brand 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.”
“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. After being virtually unknown to scouts and pundits just a few years earlier, the film anoints him as “The Patron Saint of Underdogs.” Detailing Curry’s rise, and the response he has received causing mob scenes at Under Armour stores around the world, from New York to Shanghai, the content is comprised of real moments in his life going back to his childhood. Now in his fifth professional season, Curry has established himself as one of the game’s most pivotal players. He is redefining the point guard position with a combination of floor vision and shooting that sets him apart from anyone who has ever stepped on a basketball court.
“I appreciate the journey I am on and what I’ve gone through to get where I am today,” said Curry. “I’m enjoying the success, but I still feel I have room to grow to reach my full potential. The process is about getting better everyday and never losing the hunger to reach all my individual and team goals.”
Acclaimed film director Peter Berg, directs each spot in the campaign.