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The Curry brothers – Steph and Seth – in their Under Armour Spawn Anatomix kicks. Image: @warriors
Ok now let’s discuss what his means for UA First and foremost they’re happy They just got a stud Curry is coming off the biggest season of his career and by making the playoffs great expectations are now being put on the young star both on and off the court Now add this news to mix and there will be a tremendous amount of focus on Curry ESPECIALLY on what shoe he laces up every LORD WILLING he doesn’t have to deal with any injuries this upcoming season but if it does there will be a whirlwind reaction in the sneaker world The (inappropriate/unnecessary) criticism will be never ending We all remember the Nike rep taking jabs at adidas when Rose went down I can only image what the blogosphere will have to say if the Point Gawd suffers a significant injury in a pair of Under Armours While UA is mainly known for its football sports performance equipment there will be a lot of pressure to keep Curry’s ankles healthy What will it do to their brand if he goes down the firs gamet in the first year under contract What will it do to Curry’s brand I really think it’s a risky gutsy move by Mr Curry
Anyone who has played basketball at a competitive level understands the importance of having a shoe that is comfortable and fits your style of play Curry has played in Nike shoes his whole career and it scares me that he will be taking his talents to UA after such a breakout season THE ONLY way I could see this move being great for his brand is if Under Armour has a signature shoe that they will be releasing I hope that’s what they meant by “centerpiece” Prove me wrong Point Gawd Prove me wrong Juan: Stephen Curry is Peggy Olson from season 5 of Mad Men Having risen through the ranks in meteoric fashion Olsen was a star at Sterling Cooper Draper Pryce at times solely responsible for putting together some of the most brilliant ad work they’ve ever done but she wasn’t THE STAR Nope that spot belongs to Don Draper Draper is the guy that gets all the credit from the other partners Draper is the guy that gets to fly all over the country and disappear for weeks because confusion to see and try new products Draper is the guy that gets the big paycheck and – this is maybe the most important point – Draper is the guy that gets to walk up on stage and collect the awards even if he had nothing to do with the ad Perception is reality and reality is that Curry is a bit player in Nike’s machine
Excited to join @UAbasketball – a brand that believes in innovation passion & NO SHORTCUTS #IWILL http://tco/vCasYm6GxB
Stephen Curry (@StephenCurry30) October 1 2013 Not to spoil how Mad Men turns out but Stephen Curry is holding a glass of champagne that was sent to him by Under Armour and smiling to himself after seeing what has transpired This is not a Li-Ning/Dwyane Wade situation where we spend our days talking about where the shoes are instead of talking about their merits,sport track shoot(adidas); Under Armour is a brand that is already established and quite popular in the US Hell you could make the argument that in terms of perception at least among sneakerheads Under Armour might have a better reputation right now than adidas And Stephen Curry gets to be the face of that and get a (supposedly) bigger paycheck Sounds like a no-brainer to me
Curry could have stayed at Nike but what were the odds that he was going to be next in line to be blessed with a signature shoe The fact that he moved to another brand should be a telling sign that it wasn’t going to happen anytime soon He would have been toiling in Hyperfuse PEs which would be honestly beneath him if he continues to play at the high level he showed during the playoffs At Under Armour we’ll assume for the moment that he’s going to wear plenty of Spawn Anatomix PEs until it’s time to unveil the signature shoe and at that point he’s going to receive a marketing blitz like which you’ve never seen from the brand It’s certainly a lot more attention than he would have gotten at Nike And for what it’s worth Curry starred in a Foot Locker wearing Nike gear he did not star in a Nike commercial There’s a distinct Wieden & Kennedy-sized difference Just saying…
Curry’s “defection” is also another sign that athletes just don’t care about the same things that sneakerheads do (besides Curry could just buy all that stuff sneakerheads thirst over because he ain’t worried) Maybe Curry felt that barring a championship season his star power is never going to be as big as it is now so he decided to cash in Yes Nike is the gold standard and if you want to be the biggest star possible that’s where you go for your “brand” But that only applies to the biggest of names or if you’re a benchwarmer looking to be set up for life with free swag In Curry’s case he’s a star that came into Nike at a time when they already had three signature stars in a market that isn’t really ready to support more than that (this isn’t the 90s where any semi-star had a signature shoe and subsequently bombed) he was beset by injuries his first few years in the league and he still has to prove that he can lead a championship-caliber team For Nike to give a guy like that a signature that’s a huge risk For Under Armour that’s a huge risk worth taking now Slowly but surely we’re getting closer to that magical time in the 80s and early 90s when there were a myriad of sneaker brands in the NBA When variety actually meant variety of brands not variety as in different colorways of the same damn shoes over and over again
Now if I’m Kyrie Irving I’m kinda excited though… but a retail source provided pictures that show that some of the brand new shoes already come with pre-yellowed soles,pics of adidas torsion.
due to oxidation. I’m liking the colorway overall.
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