Is It The Shoes? Steph Curry Hasn’t Made Under Armour Cool Yet

Under Armour, founded two decades ago on workout shirts sold to suburbanites, has been trying for years to push into the sort of sneakers snapped up by the urban shoppers that have long set the standard for cool in athletic footwear. Chief Executive Kevin Plank has set the goal of making Under Armour the “biggest, baddest sports brand on the planet.” With the release of the Curry One in February 2015, Under Armour finally had the makings of a crossover. The debut was superbly timed to the moment Golden State’s scrawny guard blossomed into a Most Valuable Player, and the company’s star endorser is now vying for a second straight championship against LeBron James and the Cleveland Cavaliers. Under Armour has milked Curry’s success with the release of new styles and colors via launch events, known in the sneaker world as drop dates. There have been approximately 60 different versions of Curry shoes released over the past 17 months. Read more at Bloomberg.