Under Armour had kids recount Curry's low points and dare him to 'Make That Old'

Kick off the 2016-17 basketball season, introduce Curry's new signature shoe, and remind the world that he still has everything left to prove after a year of extremes.

A legion of young Bay Area players recite Curry's career ups and downs, each urging him to 'make that old' — nothing in the past matters but what comes next.

Director Harmony Korine shot the spot in the Bay Area with local athletes whose passion for basketball was ignited by Curry; the Curry 3, with UA Threadborne fabric derived from parachute cord, retailed at $140 (Dub Nation colorway 25 October, SC Camo at retail 27 October), extended by Snapchat and social content.

No results were reported. The campaign reset the Curry story from last season's disappointment to forward motion — 'knowing that the next chapter in our story will be written only by perseverance', in Curry's words.

To celebrate the start of the 2016-17 basketball season, Under Armour launched 'Make That Old' with Stephen Curry and agency Droga5 — a campaign that elevates Curry and the newest addition to his signature footwear line, the Curry 3, and reminds the world he still has everything left to prove.

The film, shot by director Harmony Korine in the Bay Area, features local athletes whose passion for basketball has been ignited by Curry. This legion of young, progressive players lists the ups and downs that have marked Stephen's career, each urging him to 'make that old' — whether he is celebrated as a global icon or vilified for a heartbreaking loss, nothing in the past is as important as what is to come.

Curry called the last year 'an incredible roller coaster of emotions' and said the campaign captures the highs and lows while recalibrating for what is still to be achieved. The spot debut doubled as the shoe launch: the Curry 3, retailing at $140 with UA's Threadborne fabric innovation derived from parachute cord, rolled out in the Dub Nation colourway on UA.com and the UA Shop App on 25 October, with SC Camo at retailers nationwide on 27 October, plus Snapchat videos and social content.

The device inverts the usual hero reel: instead of highlights, the kids recite the losses, making the motivation feel earned.

Casting real Bay Area players roots the story in the community that adopted Curry, not a film-set of extras.

The phrase 'make that old' works as both brush-off and battle cry, and it is short enough to carry into social and Snapchat extensions.

Launching the shoe inside a comeback narrative reframed the product as equipment for what's next rather than a victory lap.

Let the audience narrate the star's failures back to him: retelling the lows through admirers turns a setback into shared motivation.

The campaign ran across traditional and digital channels — YouTube and Snapchat pivotal — through the start of the 2016-17 season, with additional Curry 3 colourways releasing through the season. No sales or campaign results were reported in the coverage.