Under Armour has unveiled the latest iteration of the shoe line endorsed by the company's most iconic spokesman, Stephen Curry.
The “Curry 3” in the familiar Golden State Warriors blue and yellow colorway is being called “Dub Nation Heritage” by the company.
The shoe is made with material found in parachutes, which the company is calling Threadborne, a term that Under Armour filed to trademark this summer.
Under Armour's popularity has skyrocketed along with Curry's success during the past few years. His first shoe cost $120, his second $130, and the Curry 2.5 reached the $135 price tag. Now the Curry 3 will hit retail stores across the nation for $140.
The MVP's last shoe, the “Curry 2 Low Chef” had a brutal reaction from social media, but ended up still being a success in the company's pockets – it sold out from most shoe retailers days upon release.
The company has added a lot of recognizable faces during its rise to prominence, including Cam Newton, Kemba Walker, Lindsey Vonn, Clayton Kershaw, and Kelley O'Hara. UA has even tapped into the foreign soccer market, outfitting English Premiership team Tottenham Hotspur.
Shoes alone now make up a quarter of Under Armour's $5 billion in annual sales.
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