Source: Under Armour / Curry Brand / Fox 1
Curry Brand is methodically building its roster of signature athletes. Sacramento Kings explosive guard De’Aaron Fox, the first big name to sign with the brand, now has his own kicks to rock on the court, the Fox 1.
The Fox 1 has arrived, and to mark the occasion, Curry Brand launched the perfect campaign titled “Speed that Scares” to officially introduce the sneaker to the masses.
The Fox 1 is built to match Fox’s lightning-fast speed while maximizing his performance and incorporating his personality into the sneaker which the new “Speed that Scares” spot highlights.
Fox’s on-court rival, Stephen Curry, revealed that Fox was very much involved in the design of his first signature sneaker.
De’Aaron made sure that he was involved with every step of the process. From the sketches and wear testing to developing the various colorways, this whole process is a fun journey, especially when you’re working on creating your first signature shoe,” Curry said.
Source: Under Armour / Curry Brand / Fox 1
Curry Brand Is Going All Out With The Marketing For The Fox 1
To mark the release of the Fox 1 ($120) “Happy Fox Day” colorway’s release on December 6, Curry Brand dropped a 30-second spot called “Janitor” that hilariously plays on every hooper’s biggest issue when putting in that work, when the janitor shows up and cuts the practice session short.
Source: Under Armour / Curry Brand / Fox 1
In the spot, this particular janitor is ready for what he is about to encounter. He puts on his goggles and does drills around him with dazzling speed. When it’s all over, Fox walks off the court and waves bye to the janitor.
In another ad called “Any Shoes,” released a few weeks ago, Fox stands in the center of the court surrounded by many types of shoes, pointing out he’s fast in all of them before finally picking up the Fox 1 should take his speed to another level.
De’Arron Fox Talks About The Marketing For His Kicks
Source: Under Armour / Curry Brand / Fox 1
Fox spoke about the unique marketing around his signature shoe: “The signature shoe market is very competitive, so we wanted to do things a little differently with how we presented the shoe, and I think the creative and marketing teams did a great job coming up with different concepts to promote the shoe that explored my personality and some of my favorite things while also highlighting my speed in a really cool way.”
He also touched on the “Any Shoes” spot, adding, “The ‘Any Shoes’ spot was super fun to shoot; you can see we had ALL kinds of shoes literally there – dress shoes, baby shoes, cowboy boots, it was crazy how many options we had. I love the way the concept all came together and it was a great spot to officially launch the ‘Speed that Scare’ campaign and tagline.”
The Fox 1 is now available in the “Happy Fox Day” colorway globally on UA.com, in Under Armour Brand Houses, and through DICK’S Sporting Goods.
You can see more photos in the gallery below.