Under Armour takes a leap into hoops market with Stephen Curry signature shoe

Jan 11, 2015

UNDER Armour has officially unveiled the first signature shoe of its major basketball endorser, NBA star Stephen Curry.

“The Curry One represents Stephen’s journey and the legacy he is building that is inspiring and motivating the next generation of basketball players,” said Dave Dombrow, VP and Creative Director, Footwear, Under Armour.

“To be part of this process and to see the Curry One come to life is a dream come true,” Curry said. “What makes this experience so meaningful is that the shoe represents the belief I have in myself and the belief of my family, close friends, teammates and coaches that's driven me to get better and led me to where I am today.”

The son of former NBA sharpshooter Dell Curry, the Golden State Warrior point guard is one of the game’s best shooters.

The Curry One features two new innovations, charged cushioning and anafoam. Under Armour claims the new cushioning system absorbs impact and converts it into a responsive burst to give explosiveness in the first step and change of direction. After studying a pressure map of the foot to identify where to distribute support, EVA foam and mesh were molded together to anatomically fit essential pressure points.

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Additional performance benefits of the high-top shoe includes an external heel counter that eliminates sliding and keeps your foot locked in place; a midfoot TPU shank underfoot for maximum stability; a multi-directional herringbone outsole delivering superior traction and control and a padded mesh tongue with synthetic suede offering protection and increased breathability.

The different colorways tell stories about the young Curry’s life on and off the court. The “Home” and “Away” colorways represent his love for the Bay Area, his team and their fans. The Curry One “Home” features a Royal upper with Taxi and White accents. The Curry One “Away” has a Black upper with Taxi accents and a Camo print.

Additional launch colorways, “The Underdog,” “Candy Reign,” and “Father to Son,” tell their own unique stories that define Stephen as a husband, father, son, brother and on court game-changer.

The Curry One “Home” (US$120) launches worldwide on February 13 at UA.com and select global retailers. The global release date for the Curry One “Away” is February 28. A collection of Curry One apparel and accessories will also go on sale this year.

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