Under Armour partners with music mogul Larry Jackson for Stephen Curry's campaign

In a remarkable marketing initiative, Under Armour launched a campaign featuring NBA star Stephen Curry, aiming to reinvigorate the Curry Brand. This collaborative effort, spearheaded by Larry Jackson's media company gamma., highlights a groundbreaking intersection of sports, fashion, and music designed to resonate deeply with consumers. The project thrived on personal connections and creative synergy shared among those involved. Jackson's initial concept revolved around a unique twist, where audiences were led to think they were viewing content that referenced Michael Jordan, but instead shone the spotlight on Curry's exceptional talents in basketball. The campaign developed further emphasizes the importance of music, culture, and authentic storytelling from diverse voices. Jackson stated that the agency's role is not just to act as a traditional creative agency; rather, gamma. serves as a