Under Armour And Steph Curry Get A Boost From Larry Jackson And Gamma.
In a groundbreaking fusion of sports, fashion, and music, Under Armour's latest campaign featuring NBA superstar Steph Curry has stirred up the marketing world, reinvigorating the Curry Brand. The creative force behind this innovative project, gamma., the media company led by music mogul Larry Jackson, has been bridging the gap between music, culture, and brand partnerships.
PETALUMA, CALIFORNIA - MAY 16: Under Armour apparel is displayed at a Dick's Sporting Goods store on May 16, 2024 in Petaluma, California. Under Armour reported fourth quarter earnings with revenue of $1.33 billion compared to $1.4 billion one year ago. The company also announced plans to layoff workers as North American sales fell 10 percent and don't forecast an improvement in the current fiscal year. (Photo by)
The Under Armour x Steph Curry campaign, celebrating Curry's historic 4,000 career three-pointers, was more than just a typical endorsement deal. In celebration, this exclusive Curry Brand collection features gear built for performance and purpose. From breathable, moisture-wicking mesh shorts with secure zip pockets to the Curry 12 'Gravity' sneaker with UA Flow's anti-gravity grip, every detail is crafted for game-changers.
NEW YORK, NEW YORK - MARCH 04: Stephen Curry #30 of the Golden State Warriors celebrates after a three point shot in the fourth quarter against the New York Knicks at Madison Square Garden on March 04, 2025 in New York City. The Golden State Warriors defeated the New York Knicks 114-102. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo)
As Stephen puts it in a statement on the UA site, 'Everything I put my name on has to be good—it has to help you play and it has to support our mission to change the game for good.'
SAN FRANCISCO, CALIFORNIA - JANUARY 05: The Curry 12 sneakers of Stephen Curry #30 of the Golden State Warriors are seen against the Sacramento Kings in the second quarter at Chase Center on January 05, 2025 in San Francisco, California. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by)
According to Jackson, the project came together through personal connections and a shared creative vision. Through relationships at UA's Curry Brand, Jackson saw an opportunity to capture Curry's greatness in basketball. 'They brought me into it, and there was a concept around a fake-out idea—making you think we're talking about Jordan, but then pivoting to Curry," Jackson explained.
HOLLYWOOD, CALIFORNIA - NOVEMBER 13: Larry Jackson (L) appears at gamma. And Snoop Dogg Unveil Their New Jewelry Line "Love Child" on November 13, 2024 in Hollywood, California. (Photo by)
However, the initial concept needed a stronger creative thread including music, pacing, and a compelling voiceover. That's where Jackson and gamma. stepped in, crafting a campaign seamlessly blending sports legacy with cultural relevance.
One of the most striking elements of the campaign was the inclusion of comedy legend Dave Chappelle as the narrator, sharing seriousness followed by jovial excitement for achievement. His compelling, deep, authoritative tone of voice conjured a magnetism to the spot, drawing comparisons to Morgan Freeman's iconic narrations.
Chappelle highlighted what made the collaboration special to Jackson, revisiting a moment on set with the comedian when he told him, " 'Larry? You know what makes this thing so great? There were no agents involved. It was people of color driving creative about people of color.'"
NEW YORK, NY - OCTOBER 16: Dave Chappelle performs during a midnight pop-up show at Radio City Music Hall on October 16, 2022 in New York City. (Photo byfor ABA)
This organic, artist-driven approach is a hallmark of gamma.'s strategy of leveraging relationships and cultural insight to create authentic moments that resonate. Exemplifying how Music plays a pivotal role in the campaign's success, gamma incorporated tracks from its roster.
These songs for the spot include Fantasia's "Superpower" (from The Color Purple soundtrack) and Sexyy Red & Bruno Mars' "Fat, Juicy, and Wet"—to create an energetic, memorable experience. Juxtaposed in tone, it represents the energetic rollercoaster that any one career can experience.
"My main motivation was being able to create a moment for these songs," Jackson noted. "It's about stitching these worlds together in a way that feels natural and impactful."
Larry Jackson, Co-Founder and CEO, Gamma, speaks during the Milken Institute Global Conference in Beverly Hills, California on May 3, 2023. (Photo by Patrick T. Fallon / AFP) (Photo by PATRICK T. FALLON/AFP via Getty Images)
What sets gamma. apart from traditional record labels or distributors is its ability to function as a full-fledged creative agency. While competitors focus solely on music distribution, gamma. is crafting high-profile brand campaigns, merging music, fashion, and sports in innovative ways.
"None of our peers are showing up as a creative agency, sitting down with companies like Under Armour and co-authoring campaigns," Jackson emphasized. "We're not just a label—we're a cultural engine."
The launch of the Under Armour campaign signals a shift in how brands, rather than forced endorsements, rely on organic, creatively led partnerships where music and culture enhance the brand's message.
Jackson sees this as just the beginning stating, "It's about finding companies that can sell, and using our IP to breathe new life into their campaigns. That's the new world order."
HOLLYWOOD, CALIFORNIA - NOVEMBER 13: Larry Jackson and Snoop Dogg appear at gamma. And Snoop Dogg Unveil Their New Jewelry Line "Love Child" on November 13, 2024 in Hollywood, California. (Photo by)
Under Armour's latest campaign highlights the fusing of a new cultural frontier. Led by Jackson and his gamma. team's sharp creative vision, the role of a music label in fashion is redefined as a modern media company. From jewelry collaborations with Snoop Dogg to fashion ventures like Metal Alchemist and bold ad campaigns, gamma. is shaping the future of entertainment and fashion marketing.
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