NBA champion Steph Curry and Under Armour have recently collaborated on their second shoe together, the 'Curry 2.' The focus on the newest model is on performance and technology which explains the shoe's futuristic design. The shoe is equipped with a Speedform upper and responsive Charged cushioning, making Curry's quick stop-and-go motions on the court comfortable and safe.
The first colorway released is called 'Suit and tie,' with a small image of the dressy theme on the inner tongue of the shoe. With its classic black and white color scheme, Under Armour wants to bring a touch of luxury to the basketball court.
Under Armour hopes to raise its profile through an emphasis on enhancing products by technology, with the immensely popular Curry as its endorser.
Key Themes Behind This Trend
- Performance-focused Sports Footwear
- There is an opportunity to create sports footwear with cutting-edge technology to optimize the athlete's performance.
- Luxury Athletic Wear
- By adding premium elements to athletic wear, it's possible to create a new market for customers looking for both functionality and luxury.
- Athlete Endorsed Products
- Athlete-endorsed products can help with promoting a product as marketable and favored by professionals.
Where This Applies
- Sports Apparel Industry
- Developing a line of performance-focused sports clothing could open doors in the already existing sports apparel industry.
- Luxury Fashion Industry
- Targeting athleisure wear towards luxury fashion can appeal to those looking to combine high-end fashion with athletically-focused apparel.
- Marketing Industry
- Marketing these products in conjunction with well-known athletes who have social media influence can offer new ways to generate brand recognition and sales.
