Under Armour Works to Cash In on Stephen Curry


Under Armour is breaking into the athletic shoe market in a big way. Stephen Curry, who is this year’s NBA MVP, has agreed to be its chief basketball endorser. The Curry One shoe is highly anticipated and early returns on shoe sales have been very high.

To this point, Under Armour has become a house hold name in locker rooms for undergarments that manage sweat by providing superior breathable material. Now, Under Armour is leveraging its brand equity to launch a basketball shoe and place itself in the middle of very fierce competition, specifically with established brands such as Adidas, Reebok and Nike. The athletic shoe company is dominated by Nike and its subsidiary brand Air Jordan. Together, the two brands own 90% of the market.

Adam Peake, executive vice president of global marketing at Under Armour sees the introduction into the shoe market as part of an overall goal of becoming part of the basketball culture.

Do you think this is the right move for this brand? What can Under Armour do to gain market share from Nike with the launch of the Curry One?

URL: http://www.wsj.com/articles/under-armour-works-to-cash-in-on-stephen-curry-1432824977

Posted By: Alisha Ramji

One thought on “Under Armour Works to Cash In on Stephen Curry

  1. Hi Alisha,
    This is a huge success for UA. Steph Curry really matches the brand personality of UA as being a fierce competitor and underdog when you compare his physical stature to that of NBA’s biggest stars like LeBron James. I believe UA has found success in providing footwear on the football field, so this strategy is likely trying to replicate that. UA uses Tom Brady for the NFL.

    Under Armour had a big weekend too. Their main athlete on the PGA tour is Jordan Speith who just won the US OPen (his second major) – he is a young guy who came out of nowhere and he is now 2 for 2 in career major titles. Like Steph Curry he does not only seem to fit the profile of a UA athlete but he is winning big.

    I don’t think there could be any better way for a brand like UA to enter into these two new sports.

    They seem to be really good at recruiting lower profile up and coming athletes.

    James LaJoie


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