• by Fern Siegel , December 12, 2024

Curry Brand released the Fox 1 shoe in Under Armour Brand Houses and Dick's Sporting Goods.

The first signature shoe for Sacramento Kings guard and Curry Brand athlete De’Aaron Fox, the Fox 1 matches De’Aaron’s crazy-fast speed — the inspiration for its “Speed that Scares” marketing campaign.

For the first time, creative was done in-house by Curry Brand/Under Armour.

De’Aaron Fox told Agency Daily: "The signature shoe market is very competitive, so we wanted to do things a little differently with how we presented the shoe. 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."

There are two spots in the campaign: "Janitor" and "Any Shoes."

They are running throughout the NBA season on CTV networks and official NBA streaming platforms such as League Pass, NBA TV simulcast and NBA on TNT simulcast.

Jimmy Burton, creative director, added:"Basketball ads can get pretty formulaic, and we wanted to seriously change it up with this Fox 1 campaign, just like De'Aaron has done in the NBA. With 'Speed That Scares' we created a surreal space we could return to again and again to showcase his talents, and his trusty kicks. And once we found cameras that could keep up with Fox, we were off and running."