Under Armour Made History with Steph Curry…Now What?

When Steph Curry racked up the NBA’s first-ever unanimous regular season MVP vote this year, Under Armour knew it needed to celebrate its golden boy’s record-shattering season in a big way. But Under Armour’s SVP of Footwear, Peter Ruppe, had one major hurdle standing in his way: How do you properly commemorate an athlete who’s only been on your roster for a few years? “We don’t have a legacy business,” says Ruppe. “We can’t do retro sneakers because we don’t have any.” Instead, Under Armour re-released the Curry One MVP, a limited edition colorway of Curry’s first Under Armour sneaker, alongside a newly designed MVP colorway of his best-selling Curry 2’s. Ruppe needn’t have worried; the pre-orders for Under Armour’s Back 2 Back sold out in under a day. Read more at Complex.