With virtually no warning or lead in, Under Armour quietly announced the latest release in Steph Curry’s signature shoe franchise, The Curry 5.
To celebrate the release on 3/14, Curry’s birthday and also ‘PI day’, the Baltimore-based sportswear brand released 314 models of the PI day colorway.
The Curry 5 embodies Stephen and the idea of being wired different; what it means to achieve the impossible, to break the mathematical norm and expectations of what a basketball player can be, the company said in a statement.
While Under Armour certainly wanted to make a splash on its most notable endorsers 30th birthday, announcing the latest Curry release with little build up raised some eyebrows, but move from a company that has frequently been criticized for the mismanagement of the former NBA MVP’s signature shoe line.
Chris Burns, founder of sneaker blog Arch-USA summed the Curry 5 release up best, “Now I do understand the need to push more footwear out but they created ZERO campaigns for Curry 4 and dropped a new signature in less than a year? I don’t understand it.”
Under Armour has capitalized on a timely underdog win from the #16 seed UMBC Retrievers in the NCAA tournament, when news broke that Steph Curry has outfitted the Under Armour sponsored school with a pair of Curry 5’s ahead of its game against Kansas State.