Under Armour on Thursday officially unveiled the Curry One shoe, named for Warriors G Stephen Curry, marking one of its "first big plays in the signature basketball shoe game," according to E.J. Schultz of AD AGE. The shoe -- which "will sell for $120 and hit stores on Feb. 13 -- will make its on-court debut Friday night" when Curry wears them during a home game against the Cavaliers on ESPN at 10:30pm ET. The shoe "includes design details that reference" Curry, such as a lace loop "scripted with '4:13,' which is a reference" to one of Curry's favorite Bible verses. By partnering with Curry, UA is "hitching itself to one of the fastest-rising NBA stars." UA Senior Category Dir for Basketball Roman Vega said, "When we are able to partner with an athlete of his caliber, that really helps brings some authenticity and credibility to us as a footwear provider." An ad campaign for the shoe, "including a TV spot, is expected to launch around the Feb. 15 All Star Game that will be played" at MSG. Meanwhile, UA is "seeking to build what it calls 'pre-heat.'" The company this week "hosted an elaborate, multi-day press event in the Bay Area for influential shoe trade reporters" (ADAGE.com, 1/8). SI.com's Tim Newcomb noted Curry to this point in the season "was playing in Under Armour’s ClutchFit Drive, a continuation of the Anatomix Spawn 2 he wore last year." The Curry One "takes plenty of cues from those shoes in its precise lines and distinct collar shape" (SI.com, 1/8).
SURGING AHEAD: The WALL STREET JOURNAL's Sara Germano reports adidas last year "lost its No. 2 position" to UA in the "keenly competitive U.S. sportswear market." Data shows that UA "increased both apparel and footwear sales" to a total of $2.6B in the 11 months through Jan. 3, compared with $1.6B for adidas. Both companies, however, "trailed Nike," which had $11.8B in U.S. sales for the period, including $2.5B in footwear from its Jordan brand. UA "first surpassed Adidas in combined U.S. sales last autumn, but the numbers released Thursday mark the first time" that UA has finished a calendar year ahead of adidas. While UA's apparel sales rose 17% and "fledgling shoe business grew 34%," adidas "suffered a 30% drop in shoe sales and 20% drop in apparel sales" (WALL STREET JOURNAL, 1/9).
