In case you've been out of the loop this past NBA season, the 73-9 Golden State Warriors blew a 3-1 lead in the 2016 NBA Finals. It's a moment in NBA history that has been memorialized via memes all over the Internet.  

Well, Under Armour and reigning NBA MVP Stephen Curry surely haven't forgotten. In a stirring ad for the new Under Armour Curry 3 called "Make That Old," the brand illustrates how Curry has been getting prepared for this upcoming NBA season with help from Bay Area basketball players. 

The commercial was planned soon after the Warriors secured the 73-9 win record and was originally centered around Curry winning back-to-back MVP honors. But for obvious reasons, the idea had to be scrapped after the NBA Finals.

“We assumed the win, but he lost. The team lost. And he didn’t deliver the championship he planned to deliver,” said Adrienne Lofton, Under Armour’s Senior Vice President of Brand Management. “We had to rip up the paper a week before we went to go shoot because our job is to tell our athletes story whether it’s good or bad. And the thing that our brand can do that no other brand can do is to motivate and create a determination with young athletes that no athlete has ever been able to do.”

It doesn't shy away from the Finals loss either, with Curry addressing the moment directly. The ad will air during the NBA season-opener Cavs/Knicks Ring Night matchup as well as during the Warriors/Spurs game, but you can watch it right now above.