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Why Curry’s Latest Signature Model is Vital for Under Armour Brand Success

We saw the start of the NBA Playoffs this past weekend as the Golden State Warriors and the Portland Trailblazers dueled in a somewhat close game.  The Warriors defeated the Blazers 121-109 as Curry finished with 29 points, 5 rebounds, and 4 assists on 46% shooting.  It was also the game that Steph debuted his upcoming Playoffs sneaker, the Under Armour Curry 3ZERO ‘Team Royal’.

The newest model from Under Armour brings another level of design and performance for the Curry brand.  Many adored the first two signatures as it saw great success in stores and players from all ages enjoyed the playing experience.  Since then, the Curry 3 took a dip in sales and hasn’t managed the same success.  Late last year, it was reported that shoe started off a bit slower than it’s previous two models, according to the Foot Locker CEO, Dick Johnson.  Under Armour lost 4% of its stock resulting in a $600M loss for the company.

Foot Locker CEO Dick Johnson said the Curry 3 “started off a bit slower than the previous models,” causing a sell-off in the stock market.

“We’re optimistic that they [Under Armour] are going to be able to continue to keep that [footwear business] with some momentum behind it and certainly expand their footwear offerings,” Johnson said.

per ESPN

All the momentum from the two-time MVP had wasn’t enough for the Curry 3 to reach the potential it could’ve had.  Whether it was the lackluster design or overshadowed by Nike and Kevin Durant, there UA Curry 3 just didn’t live up to the hype on court.  The Curry 3 was priced at $140.00 USD, $20 more than the first model and $10 than the 2.   Could the price point have hurt the sales?  We don’t think so.  I believe the sneaker just did not look as pleasing as the first two sneakers combined with the performance from Curry himself.  With Kevin Durant joining the squad, the limelight was no longer on the 3-point marksmen, as the newest sniper in town took all the glory.

Thankfully, Under Armour has brought the Curry 3 back in contention with this great design of the 3ZERO.  Mr. Unanimous has a whole new base for his sneaker housing a combination of Charged and Micro G foam.  Micro G has always been one of my personal favorites to play in, so i’m really looking forward to this.  Aside from the cushion system, the upper is reinforced with mesh and fuse overlays for a durable and breathable ride.  The outsole looks beast with a multi-directional herringbone design that keeps you locked on the hardwood and not slipping around in case someone crosses you up.

Shout out to the good folks over at UA for producing a this great Team Royal colorway.  The colorblocking on this model is fantastic.  From the bottom outsole to the top.  The midsole has a clean gradient look to it as well as the unique ankle system for the user.  You have the usual Curry signature branding found on the tongue with secret coding similar to the Kobe code found on the Mamba shoes.

Let’s hope Stephen Curry turns it up a notch and continue to lead the Warriors to success.  His accomplishments on court is vital for the lines progress leading to greater competition for the market.  Under Armour Basketball will only go as far as their star takes them.  However, UA needs to make sure that they continue to build a strong team of designers and more importantly create new technology.

The Under Armour Curry 3ZERO looks to bring back the Curry name into the starting lineup and rotations for hoopers everywhere.  If you’re Playoff ready, you can grab these Team Royal colorway now at all major Under Armour retailers for $119.99 USD.


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