Curry · Under Armour Fox 2. THE SPEEDQUEL

Following the successful launch of De’Aaron Fox’s first signature sneaker, Fox 1, and the campaign Speed That Scares, Curry Brand and Under Armour returned to extend the story with Fox 2. Rather than positioning the campaign as a conventional sequel, the work introduces The Speedquel, an evolution of the original idea that reflects Fox’s growing command of his defining attribute.

If Fox 1 framed speed as chaotic and intimidating, The Speedquel reframes it as composed and inevitable. Blur, distortion, and fractured imagery are used not as stylistic effects, but as visual evidence of velocity, capturing what it looks like when movement outpaces perception. Typography stretches and slips, imagery bends under motion, and Fox himself appears caught between frames.

The resulting campaign evolves the visual language established in Fox 1, shifting the narrative from fear to mastery. The Speedquel positions Fox not just as fast, but as fully in control of his speed.