Under Armour Curry

The History of Under Armour Curry

The Beginnings of Under Armour

Before delving into the specific history of the Under Armour Curry line, it’s crucial to understand the broader context of the Under Armour brand. Under Armour was founded in 1996 by Kevin Plank, a former University of Maryland football player. Dissatisfied with the cotton T-shirts that players wore under their pads, which would become sweat-soaked and uncomfortable, Plank set out to create a better alternative. He developed moisture-wicking performance apparel, thus marking the inception of Under Armour.

Entry into Basketball

For its initial years, Under Armour focused primarily on football and training gear. However, by the late 2000s and early 2010s, the brand began to expand into other sports, with basketball being a natural target. Given basketball's global appeal and the success of competitors like Nike and Adidas with their basketball lines, Under Armour recognized an opportunity. They initially signed a few NBA players for sponsorship, but none had the star power to significantly impact the market.

Enter Stephen Curry

The partnership between Under Armour and Stephen Curry has often been described as an underdog story, mirroring Curry's own rise in the NBA. Drafted by the Golden State Warriors with the 7th overall pick in the 2009 NBA Draft, Curry faced skepticism due to his slight build and history of ankle injuries. However, he rapidly developed into one of the most exceptional shooters in NBA history, revolutionizing the game with his deep three-pointers and off-the-dribble jump shots.

Before signing with Under Armour, Curry was an athlete for Nike. His shift to Under Armour happened rather unexpectedly in 2013. According to reports, Nike failed to give Curry the attention and recognition he deserved, even mispronouncing his name during a pitch meeting. When Under Armour approached him with a more personalized and respectful approach, Curry made the switch.

The Birth of the Curry One

Under Armour wasted no time in making the most of their partnership with Curry. The first signature shoe, the Curry One, debuted in 2015. The shoe was designed to cater specifically to Curry's playing style, with a lightweight build and exceptional support for quick cuts and jumps. Featuring Under Armour's innovative Charged Cushioning technology, it aimed to provide excellent energy return and responsiveness.

The Curry One was an immediate success, both commercially and on the court. Curry wore the shoe during a historic season in which he won the NBA MVP Award and led the Warriors to an NBA Championship, their first in 40 years. The Curry One's success paved the way for subsequent models and cemented Curry as the face of Under Armour Basketball.

The Evolution of the Curry Line

Curry Two (2015)

Following the success of the Curry One, Under Armour released the Curry Two later in 2015. The Curry Two continued to build on the features of its predecessor with improved traction and a more secure fit. Steph Curry's second MVP season saw him shattering records, including breaking his own single-season three-point record, and the Warriors setting a new NBA regular-season win record with 73 wins. The Curry Two became emblematic of that remarkable season.

Curry Three (2016)

The Curry Three had big shoes to fill following the unprecedented success of its predecessors. It introduced new technologies like Threadborne, a high-tensile thread for a supportive yet flexible upper, and Meta-Wing, providing structured support around the ankle. However, the Curry Three faced some challenges. Despite Curry's continued stellar performance, sales reportedly fell short of expectations. Critics attributed this to the aesthetics of the shoe, labeling it less attractive compared to other models in the market.

Curry 4 (2017)

Responding to the feedback on the Curry Three, Under Armour went back to the drawing board for the Curry 4. This model aimed for a sleeker design and improved performance features. The Curry 4 featured a knit inner sleeve and a microfiber synthetic quarter panel for a streamlined look and feel. It was well-received both for its visual appeal and its on-court performance attributes.

Curry 5 (2018)

The Curry 5 returned with a low-top design, diverging from previous models. It emphasized the idea of "precision" in its design and performance. The shoe was built with an Anafoam containment zone for movement stability, reacting to the precise demands of Curry's game. Despite Curry facing injuries during the season, the Curry 5 was still considered a step forward in the signature line.

Curry 6 to Curry 8 (2019-2020)

These iterations brought advancements in performance tech while maintaining a focus on alignment with Curry's playing style. The Curry 6 featured a full-length HOVR cushioning system, providing an excellent mix of energy return and impact protection. The Curry 7 included dual-density Micro G and HOVR foam for superior agility and responsiveness.

The Curry 8 marked a significant shift as the first shoe to debut under the Curry Brand, a subsidiary launching in 2020 committed to extending Curry's influence beyond basketball and into broader cultural spheres. This line maintained the emphasis on performance, while also leveraging Curry’s increasingly influential status as both an athlete and a cultural icon.

The Curry Brand

December 2020 marked a pivotal point in the journey with the official launch of 'Curry Brand,' Under Armour’s dedicated subsidiary. This was a strategic move by Under Armour to extend Curry's influence beyond the basketball court, creating an ecosystem that mirrors Nike's Jordan Brand. Curry Brand aims to funnel resources into key areas such as access to sports, philanthropy, and youth development, aligning with Curry's values and expanding his legacy.

This move also emphasized Curry's role as more than just an athlete; he was now a brand ambassador and business mogul with a significant stake in the business side of sportswear and beyond.

Impact on Basketball Culture and Market

The impact of the Under Armour Curry line extends far beyond sales numbers and market share. Stephen Curry's influence revolutionized basketball in multiple ways. His shooting prowess and ball-handling skills have inspired a new generation of players who prioritize these skills over traditional power and size.

This shift has caused a ripple effect across the sport, from professional leagues to local gyms and playgrounds. Many young players now aspire not just to emulate Curry’s playing style but also to wear his shoes, making the Curry line a cultural phenomenon.

Under Armour, a brand once considered an underdog, has gained a substantial foothold in the basketball market, largely due to its successful partnership with Curry. As the brand continues to innovate and release new Curry models, it remains a key player in a highly competitive market previously dominated by giants like Nike and Adidas.

Future Prospects

As we look to the future, the potential for the Curry line and the broader Curry Brand appears promising. With Curry still performing at a high level and showing no signs of slowing down, the demand for his signature shoes and related products is expected to remain robust.

Under Armour has also shown a commitment to social responsibility through the Curry Brand, pledging to create more opportunities for youth sports participation and community engagement. This aligns well with the growing consumer preference for brands that are committed to social good, offering a unique value proposition that extends beyond just apparel and footwear.

Technological advancements in material sciences and performance analytics promise to further improve the Curry line's offerings, ensuring that they remain at the cutting edge of sports performance gear.

Conclusion

The history of the Under Armour Curry line is a testament to the power of strategic partnerships, innovation, and the influence of a singular talent. What began as a simple endorsement deal has evolved into a cultural touchstone in basketball and beyond. Stephen Curry’s journey with Under Armour is one of mutual growth and transformation, symbolizing how the right alignment of values and goals can lead to monumental success.

From the revolutionary debut of the Curry One to the establishment of the Curry Brand, Under Armour and Stephen Curry have reshaped the landscape of basketball footwear and set new standards for what is possible in sports marketing and performance gear. The story of Under Armour Curry is far from over, and as Stephen Curry continues to excel, the brand's future looks brighter than ever.