Despite the harsh social media reaction to their debut, Under Armour and Warriors G Stephen Curry's "Chef Curry" shoes "not only survived the full-court press of criticism but scored popularity points and profits, if somewhat accidentally," according to sources cited by Jeff Barker of the Baltimore SUN. What UA "might have lost in style points, it more than made up for with the sort of mainstream attention that comes when national talk-show hosts Jimmy Fallon and Stephen Colbert are discussing your products." California-based marketing firm A. Bright Idea President T.J. Brightman said, "In this case, there is no such thing as bad publicity." Barker notes so much "heed was paid to the shoe line that sales appeared brisk" for the sneakers selling for $119.99 on UA's website. The most popular sizes "are sold out." The sneakers "had become so well known by last weekend that industry experts speculated people were buying them because the kicks were so famous -- or to wear something so uncool that it was cool." But UA "took advantage of the publicity." Patriots QB and fellow UA endorser Tom Brady "was wearing them and tweeting about it." On Sunday, before the final round of the U.S. Open, fellow UA ambassador Jordan Spieth "tweeted a photo of himself and his caddie holding boxes of the shoes." And on Saturday, UA "unveiled a newer Curry shoe honoring the Warriors' 73-9 regular-season record." It is "already receiving a more favorable reception than the 'Chef' shoes" (Baltimore SUN, 6/21).
