The Under Armour Curry Two is already starting to pop up on certain tastemaker’s Instagram pages, but even as lit as some of those pictures look, know this: it’s still Curry One season.
This past year saw the Under Armour and Stephen Curry partnership reach entirely new heights, as Curry did his thing on the floor in wrapping up defenders with moves rarely seen in any video game, all the while pulling off a nearly perfect season and capping it off by defeating the King in his own building. It was a legendary start for the line, as Curry was doing what so few players have ever done during their first season with a signature sneaker. Yes, a lot of people loved Kyrie Irving‘s new signature shoe, but Curry probably did more with less.
However, what happened off the floor might’ve been even more impressive. Almost by himself, Steph helped push UA’s first-quarter footwear revenue to a 41 percent increase from over a year ago, bringing sales to $161 million. That’s a massive jump, leapfrogging adidas and every other basketball performance brand not named Nike/Jordan.
Amazingly, UA actually hopes to build a $1 billion brand around Stephen Curry, which on the surface sounds crazy. It’ll take more than success on the floor. Much more. And most of that influence starts with the sneaker’s crossover appeal. If it doesn’t look good on IG, which is currently dominated by Air Jordan retros, how will it ever get to that level? Luckily for the line, it’s already starting to see that revolution.
As we get ready for the global launch of the Curry Two, check out the Best of Stephen Curry’s Under Armour Signature Sneaker on Instagram.
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