New year, same outcome, Stephen Curry is once more an NBA Champion. If you’re keeping track, that back-to-back, three out of the last four, with no signs of slowing down. That said, with success comes envy, so it’s no surprise to see a lot of people groan, roll their eyes, beg and plead for something else. Under Armour and Stephen Curry have a message for all those people: What is everyone going to do about it?

This year, instead of typical celebratory spot, Under Armour is encouraging a social dialogue while simultaneously commending this gauntlet throw down and Stephen’s third World Championship with the “Will Finds a Way” brand film. The spot challenges the world to do something about supposed Stephen Curry fatigue. If people have a problem with rewriting the record books, redefining what it means to be a shooter, it’s on them to do something about it. Stephen’s will is stronger than ever; he wants the challenge and is asking the world to bring it to him.

Check out the spot above and let us know how you feel. Are you a Curry fan? If not, what are you going to do about it?

By the way, fans in North America and China, Under Armour just dropped the Under Armour Curry 5 Fired Up colorway and is available now on

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