Performance footwear, apparel and accessories brand Under Armour has partnered withÂ actor Jamie Foxx and NBA All-Star StephenÂ Curry to launch the brandâs global brand campaign, “The Book of Will”.
The campaign champions underdogs whose journeys to fame are defined by a relentless drive toÂ succeed. The campaign was first launched in the United States on YouTube on 15 February 2015 and will run globally through out the year. Upcoming videos will run onÂ NFL Network and ESPN and also across other social media platforms.
The first film which was recently launched as part of the campaign is titled âVolume One: Shakespeare Got it All Wrongâ. It depicts Curryâs journey from being the son of an NBA star, to an overlooked high school basketball player and ultimately his rise as the gameâs “new creative geniusÂ and most unguardableâ playmaker.
Here is a look at the campaign:
The second film in the series, âVolume Two: Aristotle Got it All Wrong,â stars Foxx alongside US track and field athletes Manteo Mitchell and Natasha Hastings.
The film is a portrayal of how self-determination and inner passionÂ led to Mitchellâs succeed. In this version,Â Aristotleâs famous: âYou are what you repeatedly do,â quote isÂ rewritten for Under Armour athletes to: âYou are what you repeatedly do, when things getÂ hard.â