Under Armour Curry Two 'Northern Lights' Release Date, Pics and Retail Price
After going more reserved in recent colorway releases, Under Armour is going all-out on the colors with the "Northern Lights" Curry Two iteration.
The latest release, which hits stores Thursday, Dec. 17 ($130), combines purple, neon green and pink for an eye-catching colorway. There is less than zero subtlety to this release—and that's not a complaint.
Under Armour appears to be very calculated in how it is releasing Curry Two colorways. The "Suit and Tie" and "Professional" releases were very clearly marketed toward the casuals. "Suit and Tie" mixed the typical black and white of a black-tie event, while the "Professional" was heavy on the black and gray.
Both of those colorways could easily be worn on an every-day basis. Their colors largely remain neutral, and more standard black/whites appeal to fanbases that aren't rabid in the shoe game. The "Professional" is meant for on-court use, and especially for the types of buyers who walk into a brick-and-mortar store and just pick up what looks nice in the moment.
The "Northern Lights" release is not that. This is for the Curry diehards. This is for the completists. This is for the men and women who must find something to match their pink shirt. This is for the ballers who want to be looked at as soon as they step on the court.
For some talents, this might be a risky release. A pink/purple/neon green colorway isn't typically the way things go in basketball circles. But it just goes to show that Curry can't miss right now. He's currently challenging LeBron James for the best and most marketable face in the NBA, something Under Armour saw coming when it announced his contract extension.
"Stephen is a once-in-a-generation talent and has unprecedented influence on the game of basketball,” Adam Peake, Under Armour’s executive vice president for global marketing, said in a statement, per Jeff Barker of the Baltimore Sun. “His work ethic, uncompromising self-belief and commitment to the community are characteristics that make Stephen the perfect partner to ignite the growth of Under Armour in the sport of basketball and around the world.”
There's nothing structurally different about the "Northern Lights" than any other Curry Two release. If you like the shoe's performance—and it's gotten rave reviews for its traction and cushion on indoor surfaces—then you're going to like how the "Northern Lights" feel.
It's all about the colorway here. If you like it, you'll love the release. If you don't, Under Armour already has a number of other colorways that are available.
