"Charged by belief, inspired by the bay."
Under Armour is set on making the new Curry One a religious experience. Not only does Under Armour have Jamie Foxx calling Curry the "patron saint of underdogs" but it draws its tagline--Charged By Belief--straight from the Bible. Specifically from Philippians 4:13: "I can do all this through Christ who gives me strength."
Under Armour is counting on a large segment of its customers to know the verse and its formidable echoes. Curry, who is deeply religious, publicly embraces his faith. He asked that 4:13 be stamped on the shoe--and “I CAN DO ALL THINGS” appears stitched on the inside of the tongue. Under Armour's bet is paying off, too, if Facebook is a guide. Among the multitude of comments praising the shoe are: "Going to buy a pair just for the bible verse"; "Love that scripture verse"; and "That's awesome that he has Philippians 4:13 in his shoes." Way better than "Just Do It."
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