Why Under Armour's Curry 4 Will Become Stephen Curry's Defining Sneaker
Under Armour's Curry 4 may become the most important sneaker of Stephen Curry's lifetime. And, no, that statement isn't just a boiled-over pot of hyperbole.
The up-and-down ride of Curry's footwear line since its origins in 2015 is unlike that of any other marquee athlete today. The Golden State Warriors guard originally created a sonic boom of sales for Under Armour, which included a 754 percent increase in the second quarter of 2015 alone during his initial post-Nike run.
Sustainability became difficult as the shoe lost its way designwise, saw a price increase and the Warriors' dynamic changed—hello, blown 3-1 series lead and Kevin Durant.
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It all culminated when the Curry 3 struggled to move units, forcing Under Armour CEO Kevin Plank to publicly address the situation, as ESPN's Darren Rovell reported.
"As we launched the Curry 3 late last year, our expectations continued to run high. And while the 3 played very well on court for Stephen Curry and our athletes, a sluggish signature market and a warm consumer reception led to softer-than-expected results," Plank explained.
Where would UA turn to? Was Curry's run near the top of sneaker stardom over before it ever got going?
Enter the Curry 4.
We first saw these kicks tagged to Curry's feet during Game 1 of the 2017 NBA Finals. Glossed over with a velvet white coating and dressed up with a translucent blue sole, the unnamed iteration of Curry's sneaker line immediately drew the admiration of consumers. Under Armour had a little swagger back in its tank.
Aesthetically, the Curry 4 took a hoverboard ride (a la Back to the Future Part II) forward from the 3's clunky look. Nice Kicks' Nick DePaula revealed this updated version was constructed with a knit upper, 360 bonded taping and UA's full-length speed plate. It's a tech-forward Mona Lisa.
Without a set manufacturer's release date or overexposure, the Curry 4 has already caught the eye of outside sneaker influencers. Designer John Geiger shared an Instagram picture of a sample pair he received. This Curry 4 mid, dipped in a shade of octane yellow picked up 17,700 likes.
Geiger called the upcoming mid-top version of Curry's shoe "the best basketball shoe on the market."
Geiger, a prominent sneaker designer known for his own empowering aesthetics, believes in the shoe. "With how Curry's career is going and him getting better-looking shoes each year, these ones just caught my eye differently," he told B/R Kicks.
Athletic sneakers are in a weird place right now. With Adidas surpassing Jordan Brand as the No. 2 United States footwear brand, per Matt Powell of the NPD Group, and ongoing questions surrounding Nike's grip on the industry, as Benzinga's Jayson Derrick scribed, the door is wide-open for Curry's signature line to breakthrough.
"I wish these were on the market when I played. They just have less branding and more material plays on them. That's why I'm a fan of this shoe," Geiger mentioned.
As we creep closer to the start of the 2017-18 NBA season, the crescendo of hype has continued to build. It's almost too good to be true. Aside from the cultural vibes the Curry 4 has picked up on, its arrival also comes at a time when everyone is gunning for the defending NBA champion Warriors.
The Western Conference remains a platform for hoopla and carnage. With the Houston Rockets adding Chris Paul, the San Antonio Spurs being their usual productive selves and the addition of a shiny new Big Three in Oklahoma City, the Warriors' road to the Finals is cluttered with competition—not to mention what's going on in the East.
Curry has a genuine opportunity to build on his personal legend by guiding Golden State back to the Finals behind MVP-level play and a propensity for trifectas. The Curry 4, and all corresponding versions of the silhouette, will go along for the ride, becoming the most important shoe he's ever worn.
Like the Air Jordan XII "Flu Game," or LeBron James' Nike Air Zoom Generation—two sneakers defined by a performance—the Curry 4 has all the ingredients needed to shake up the industry. From designer co-signs to a penetrable marketplace, there hasn't been a better opportunity than right now.
Let it be known loud and clear: Under Armour's Curry 4 will be Curry's defining sneaker.
All quotes obtained firsthand unless noted otherwise.
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