Dive Brief:
- Under Armour this week will debut the Curry 3, the latest athletic shoe in the signature series of back-to-back NBA MVP and three-point artist Stephen Curry, which will include new proprietary technology, the athleisure brand says.
- The newest innovation in the Curry 3 is Threadborne fabric technology, which Under Armour notes is "comprised of braided thread that wraps around a larger, corded panel, delivering unparalleled lightweight directional strength and infinite support."
- Under Armour also highlighted other technology components, including a heel lining fabric called Meta-Wing, as well as Anafoam to deliver a "body-mapped fit," Charged Cushioning for impact absorption and more powerful change-of-direction movement, and Herringbone traction on the sole to improve stability, grip and support on the court.
Dive Insight:
Steph Curry seems like the biggest can't-miss brand opportunity the NBA has had since Michael Jordan. He's won the MVP award two straight seasons, and last season was the first unanimous choice for the award in league history. He's young, fast, stylish, a sniper from beyond the three-point line and — on top of all that — has a reputation for being down to earth among fans and a great teammate.
Yet Curry's shoe deal with Under Armour hasn't played out so smoothly. In June, Under Armour's Two Low Chef Curry shoe, released during the NBA finals (which Curry's Golden State Warriors eventually lost to the Cleveland Cavaliers) was panned on social media. Of course, social media was no less cruel to James Harden's new signature Adidas shoe that arrived in August.
A lot of the criticism with both shoes was simply that the design was boring, and didn't reflect the excitement that either player brings to the court. It's notable that Under Armour re-hired former creative executive Dave Dombrow as its chief design officer soon after the first Curry shoe debacle, but it will be hard to tell how this move impacted the Curry 3 until the reviews start coming in.
The Curry 3 mid-style will retail for $140.00, debuting at UA.com and the UA Shop App on Oct. 25 with the "Dub Nation Heritage" colorway. The "SC Camo" colorway follows with a release at retailers worldwide two days later. In Under Armour's press release announcing the Curry 3, it plays up the technology innovation that went into the shoe, particularly the Threadborne component. Is this the answer to the initial shoe's bad reviews — to play up the high-tech aspect? It seems like a long shot for a market and a sport that thrives not on gimmicks and gadgetry, but on style and attitude.
