How Under Armour RUINED Steph Curry's Shoes

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Stephen Curry’s deal with Under Armour pays him more than he makes playing basketball but something is not right. The Curry line took off in 2015 but immediately took a dive while Curry only became more popular. This is a look at what went wrong and how UA failed their version of Michael Jordan.

[@hobear637]

Under armor fumbled the bag so hard that they’re a case study in business school now.

[@gilbertoflores7397]

@@hobear637 how? It's not because of Curry. They're actually a pretty successful business, as it started from some guy out of his garage making only performance gear for football players and overtook Adidas as number 2 for sports brand. Then still being in the top 5 after a lot of their miscalculations in expansion as a result of being so big so fast.

[@GodBlessGodBless1227]

I love under armor attire. Quality stuff. Curry is corny and his shoes look weird, that’s why they’re not selling. He probably designed them, he has no sense of style.

[@tirosc]

@@GodBlessGodBless1227 Neither do you if you think underarmor looks good lmao

[@brianbusogi2832]

@@tiroscHe’s probably talking about attire like their compression shirts

[@jeus_saaa]

@@tirosc UA used to be the standard for compression shirts. i think that's what he meant by attire.

[@ronald8664]

the worst part about being a steph fan is getting his shoes. It took ages to get the 2022 finals shoes, curry 4 flo, im talking almost 5 months after the finals. Their marketing of their biggest star is terrible

[@gilbertoflores7397]

You do know that his shoes were being released way more frequently than other companies, most guys get like 1 signature a year, he was getting one like every 6 months. They were debuting his next signature in June, and usually release the next signature at the end of the summer for back to school sales. I remember little kids wearing them all the time, as UA were smart making tons of super colorful versions for kids. It's why Lemelo's shoes are so popular too, he makes crazy colorful versions of his shoes for the kids.

[@shadow_realm47]

the people handling Melo and Ja's shoe portfolio are geniuses!

[@nomercyinc6783]

sneakerheads are fucking losers. people with walls of sneakers are idiots. even a brand new shoe in its box will deteriorate. shoes arent art, nor important

[@14ghostlax.]

not again with the underdog.. 🤦‍♂️

[@Dav7ddd]

At least he puts the bar to see when to stop skipping😂

[@TheDiesel408]

Ur just jealous you lost money on your last bet🤡🤡🤡🤡🤡🤡🤡🤡

[@Frostburn2716]

@@TheDiesel408you have to be a bot. No way you’re this stupid

[@unitempt7975]

Gotta pay the rent

[@GroillaMan]

@@TheDiesel408nah we just don’t wanna watch a guy who supports gambling 😂

[@winstonchurchill9467]

1:39 to skip the ads

[@AR-rg2en]

thanks

[@vigilancenyoni3944]

You're doing the lord's work

[@Revan-N7]

Juste use sponsorblock guys and contribute

[@squidfather]

Are we gonna talk about how Kawhi got ROASTED for signing with New Balance? And now New Balance is one of the hottest brands out there.

[@gilbertoflores7397]

They were hot because influencers decided to make that the new brand to wear like how Champion got a resurgence in 2018-2019, and Kawaii didn't actually have a signature shoes for like years, he played in a shoe everyone just assumed were his signatures. It was funny for him, as he had a rep for being boring and signed with a boring shoe company.

[@gravydoors]

It’s one of the hottest brands because of the current streetwear trend of 2000s running shoes. Not because of Kawhi or his signature shoes. Do you see a lot wearing Kahwi shoes on the gym like Curry 1s before? Signing Teddy Santis as the creative director had a bigger impact to NB, not Kawhi.

[@nealdutta2312]

Who in Gods name would wear Kawaii New Balance shoes? The injured embassader for basketball shoes....lol. If you buy my signature shoe I guarentee injury will occur on average of 80 percent of the regular and post season....lol.

[@Dj_Not_Nice]

Corvette owners made it hot

[@saintrocketIX]

New Balance: old white people's second-favorite N-word.

[@pablomendez8419]

The title should be Curry Brand was FIRE…Then Under Armour Ruined It

[@Willwaterprism]

What was it before?

[@Carthagin1an]

He took your suggestion

[@JoaquinBravoContreras]

@@Carthagin1an yeah, what was it before? :-p

[@ethan36-]

@@JoaquinBravoContrerashow under armor ruined curry brand

[@KellyWakasa]

Curry been changing the game😤can’t follow the trend he do it different

[@bootlegged1]

kelwak my goat on an am hoops vid 🐐

[@Ethan-s5m]

Post more bro😊

[@JohnSmith-ei1ig]

Letting curry have sex with your wife is crazy tho

[@vinniechan]

The design of those Currys shoes wouldnt look out of place for Tim Duncans signature line 😂

[@EAZYMONEYSNIPER7]

My girl got me a pair of curry shoes, I've never mowed the lawn more comfortably in my life !

[@mlai2546]

I switched to UA before they signed Curry. My first pair lasted me 3-4 years. Bought 2 more Currys after that. However, the last Curry shoe I bought, it didnt last more than 2 months. My knees started to hurt, I couldn't play more than 30min. Then i realized the cushion was gone. I sent it back to UA compalining about how poorly the cushions were. It took me about 2 years for my knees to return to 80% of what it was. I dont think ill ever get back to 100%. Never buying UA again!

[@porterwake3898]

Don't underestimate the power of stupid executives.

[@kentstallard6512]

EXACTLY Retired Boomer, was in management for regional Bell system companies (telecommunications). Too many decisions made with SHORT TERM profits the primary driver. Too many decisions handed down from people with zero experience on or comprehensive knowledge of the front lines. I'm sure I'm preaching to the choir for anyone else in management at a corporation.

[@elementallyyt1517]

Trump, Biden... And now what??

[@thrashwerk]

They aren't called manglement for nothing.

[@bigbangbasketball]

Greed often leads to a downfall

[@kentstallard6512]

@@elementallyyt1517 They're irrelevant. Democracy vs fascism. Now what? Hopefully the former.

[@mathieumalecki6332]

"it kinda reminds me of what happened with the g-league ignite" 🤨🤣

[@juiceman_3]

UA never really focused on the look of the shoe

[@gilbertoflores7397]

Most Basketball shoe reviewers acknowledge that the Curry 2s are some of the best performance shoes ever made, the best traction on any Basketball shoe ever. However, this was also around the time that people stopped wearing Basketball shoes casually altogether, as all Basketball shoes became performance driven and not looks driven, so a lot of Basketball shoes today can't be worn casually or aren't durable enough to last a year of non Basketball wear.

[@TanishSomani-mw8ol]

The picture on the starting screen is too funny😂😂😂

[@lemini4k]

The most SLEPT on Curry shoes are the Curry 2.5 (Sub Model of the 2) and the Curry Hovr Splash 3. The Hovr Splash 3 is the most comfortable basketball shoe I've ever worn in my life since the T-Mac 2 (All-Stars from 2003) & Adidas Kobe Crazy 8 OG. (From 1999.)

[@Racoons4Change]

This video and these comments are reminding me, guys who don’t really hoop or coach don’t know any hooping shoe’s outside of Kobe’s or kyries. I have multiple brands of hooping shoes, curry 9s may be the best basketball shoe I’ve ever had. So this video and comments are full of people who don’t REALLY hoop.

[@gilbertoflores7397]

​@@Racoons4Changemost basketball shoe reviewers love the curry 2s, they say some of the best balling shoe ever made for the traction.

[@lemini4k]

@@gilbertoflores7397 I didn't say the 2's. I said 2.5's. Also, I said the Kobe Crazy 8 adidas from the late 90s & early 2000s, not these generic restomod versions. I'm 38 and an OG. I've played D1, college, semi pro. If I wasn't 5'10 and was taller I'd of definitely had a better chance of playing somewhere besides overseas. I'm like the guy at the end of the bench who would bust anyone's ass in the KZbin comments in a 1 v1. There is a lot of hoopers like me out here who are still nice as f. Trust my hooper sneaker game is efficient, dope and random as hell. Gen-Z could not of lasted in the 90s or early 2000s. We were to strong, skilled and physical. 🤣

[@MVM-EDITS]

Always a great day when A.M Hoops uploads💪

[@kingluffy989]

Step Curry Will Always Be a Legend 🔥

[@PascalSiakam-102]

I love step

[@detectivemarkseven]

The nike executives didnt thought so.

[@KellyWakasa]

Curry’s my fav shoes all time🤩🤩🤩

[@btntv]

I love them

[@zeffhetman]

I have a couple pairs of curry’s, curry 1 flotro and curry 9s. These are my 2 favorite basketball shoes I’ve ever played in. His basketball shoes have been very high quality ever since the rebrand where they started using the flow foam

[@basedat4651]

3:33 Kenny Payne 😂

[@brandonpelly848]

Your a genius connected your previous videos, I dunno how you were ever gonna advert the previous video haha but somehow you did! 😂

[@oscarvincenttalavera8527]

He should have signed with Lavar's BBB.

[@oleunis7921]

0:04 most popular athlete in the world? C'mon man, that's the year Messi won his fourth UCL

[@SpeedintheHead]

Crazy how no one agrees with you

[@GabrielleTheGreat0718]

@@SpeedintheHead😭

[@knokzi8162]

ngl curry 11 sky blue colorway clean asf and feels good as well

[@posivibe989]

I lose so much respect for players that have such high prices for their shoes. Say what you will about Starbury. He kept those affordable for the poorest kids.

[@nbapbaupdate8338]

Thumbnail is CRAZY 😅😂😅😂😅😂😅😂😅😂😅😂😅😂😅😂😅😂😅😂😅😂😅😂😅🎉😅😅🎉😅😂😂😅😅😂

[@FadeHook23]

Ja’s shoes @8:17 are Kyries

[@MlGHTY1]

It's been years that I've only purchased low top shoes. Hight Top shoes were hot 20 years ago. UA still hasn't caught up to it

[@claya.bishop5356]

PG 1's, Curry 2's and Kyrie 1's best hoop shoes ever for a guard

[@marcomarco8683]

All his sneakers look bad

[@hibachiagent0249]

I got the UA2 father to son colorway when they first came out. I still wear them when I play basketball to this day. Best basketball shoes I've ever worn.

[@glennjthompson332]

I can't wear them..😆it almost tears my ankle...literally!🙄

[@delanodouglas6390]

Under Armor had Steph Curry. There’s only one Michael Jordan. And with so many players having signature shoes, it isn’t the same with signature shoes for companies now the way it was when Jordan got the signature shoe game going. No player could do for a company what Jordan did for Nike back in the 80s and 90s.

[@PascalSiakam-102]

Curry 11 one of my favs

[@cookiemonster-edits]

Under Armour sold so hard, it mad Steph a millionaire.💀

[@gurkiratgeez9431]

Iove curry man Glad your making videos like this

[@1Joseph25]

ngl 2016 remember copping Curry 1st, but man they were very painful in game

[@SWISHZZ_HOOPS]

Great vid❤

[@M0T0283]

i was in middle school-highschool during the peak of curry and under armor. almost every boy had his shoes. it was after the 3s that i stopped seeing currys. i only saw anyone wear 4-5s like once or twice.

[@gilbertoflores7397]

That was around the time that ball shoes begin looking too performance based and couldn't look good casually. That why people don't wear basketball shoes regularly anymore, the designs are too performance based, and have terrible durability outside of a court.

[@GabrielLopez-hz4di]

I don't know why people didn't like the Curry 2 because I had them and I wore those shoes until they were no longer useful to me, they never broke and I never felt pain in my feet, I even gave them away because my feet grew and they were too small for me.

[@willsniff776]

Dude really didn't learn we don't give af about gambling...

[@ALONZOHARRIS2020]

I agree, but with the mountainous knowledge he gives us for free, it's a molehill

[@MatttPickklesss]

I still got my curry 1’s just sitting in my closet

[@Jaylenwaddleking]

Big fan man

[@curtisk81]

I was looking at getting curry’s recently living in Canada prices are different but the latest curry was $270 CAD which is ridiculous

[@lostinspacecamp4245]

I loved the 3s so much, and now I dont even know if the Currys still exist

[@ronilokristopherbonacua9692]

Finally u got kicks content. ❤ one of my fave hoops channel.

[@seenaheidary4395]

Damn, a sneakers video. I like it

[@TheChosenOneFN]

I literally got a new pair of Curry’s on Friday😂

[@mylesgalos6465]

Likes ua curry shoes, wears them

[@ThatsPety]

3:24 it's funny because at this point it looks weird seeing Steph wear nikes 😂

[@patrickhenderson9427]

I've bought 3 pairs of Curry 6's over the years. Probably the goat performing shoe for me. The new ones with the flow traction grip too hard. I trip all the time. It used to be only Nike for basketball shoes. All other brands were terrible. In the last decade, non-Nikes have really stepped it up and make some solid performers.

[@notDonaldFagen]

People who buy basketball shoes buy them to play basketball in. The only sneakers that cross over to urban fashion are Jordans. Honorable mentions to Kobes and Kyries. Nobody is buying anyone's signature shoes to wear with their fits.

[@do3807]

Custom shoe sounds dope, like a one of a kind thing to have.

[@DailyNihilism]

Am hoops you keep making nice videos. Great journalism ngl

[@PrettyboyAshtun]

i remember people used to wear his first 2 shoes like jordan’s at school 😂

[@enyj9980]

Clutch Fit Drives were my favorite

[@basketball4life839]

Honestly Curry 11’s are one of his best shoes. I bought a pair on my trip to Edmonton, Canada. (AKA Deadmonton) and the shoe is really comfy it does take time to break in but still a really good shoe.

[@brinydemon0321]

Curry should've signed with Adidas.

[@WASIV]

Nike almost ruined his career with their shoes. That was the hyperfuse era and boy were his ankle sprains nasty. The shoes were terrible for him. Nike didn't make him a priority at any time. They didn't even seem to care enough to help him find a solution. UA helped save his career. They've been willing to give him exactly what he wants his shoe to be, to prioritize his health and performance. That comes at the cost of sacrificing the hype of new tech. UA was never destined for long term success with Steph unless they broadened their demographic appeal with very different athletes and marketing. They tried to go for a totally different market than Nike, by signing athletes like Brady and Spieth. Which is stupid bc they appeal to the same demographic that Steph Curry appeals to. They aren't the people that are going to get in line every month to buy the latest release for $150- $250

[@992kaan]

i love steph curry but he was never the most popular athlete on the world

[@isaacdebeila8085]

greed, and dumb decisions is a hell of a drug to companies man

[@eldarsports]

What is the name of the background music between 2:30-3:11? Guys please if someone knows I need it ASAP

[@3lackSwordsman]

Can you please upload in the AM Hoops?

[@Jnicholss11]

Steph has some of the best tech for guards in basketball right now. If Under Armour ever lowers the cost per shoe to let younger players in, they would take over

[@raifarajallah]

You rock Casey ; showing what goes wrong with Under Armor 👌🏼

[@onnejbenigay5208]

Are you going to release off-season grades for every team?

[@jeramiahhh]

thumbnail is not steph curry 😭

[@CitroChannel]

I hope Curry Brand is successful and better managed than Under Armour by itself. If only for my boy De'Aaron Fox who signed with Curry. I want some high quality Fox shoes badly.

[@ThatguyBrad69]

Rubio and Jeff Teague 😅. Yay underdog is back 😢

[@TheJoEmAgIC12]

Jeff Teague? Johnny Flynn?

[@literalspam6894]

How do you go from the Curry 1s to designing random bs afterward

[@1moonshotterbuzzededwin491]

I have the curry 9 and the traction is the best of any hoop shoe I ever used. It’s a great shoe

[@G.O.A.T.E.Dsport]

Get cooper Flagg to sign with curry

[@user-eg7kt7xv8p]

Peak off-season content

[@SikaVutha]

I love the NBA but the international impact that Jordan and Kobe had will never be replicated.

[@Donpicasso]

He signed Fox as the first active player to sign another active player

[@HeathHunthausen-mf3mi]

Kobe harden not JA and Melos

[@ballgameshoes8583]

The 2.5 should have been the 3. The .5 shoe idea was not a good idea and the 3 design didnt work.

[@iamtheonlywilly]

I think if curry lowers the price he may be able bounce back a little. I was gonna buy some but I’m not spending 160 for a shoe brand ive never owned

[@milesroyer172]

I see the same correlation with your recent videos to Under Armor’s success

[@Tsound1]

Where are these shoes being sold and wore🤣🤣🤣

[@gyrozeppeli5628]

I love Curry shoe’s, but UA should’ve made more dope colorways, and made the outsole more durable 😅

[@leemagnawel3779]

Always prepared to skip underdog😂

[@brucelston]

Lol micky Tatum ahead of curry is wild😂

[@hedreccochoufi9531]

D book has the best shoe line !!

[@ynotefil]

Once Again I Find Myself Thanking The Minnesota Timberwolves For Passing On Steph Curry In The 2009 NBA Draft. DYNASTY!

[@ryleygaming3496]

Curry brand has DFox right?

[@wishfullythinking8938]

Honestly the only thing I hate about Curry shoes now is that they don’t use rubber soles.. you burn thru that flow crap so quick.. encase it in rubber .. for the price you pay you’ll go through it like no tomorrow

[@kermitthefrog6857]

Man I remember when steph took off under armour was the brand to have

[@rosemkz]

The curry 2’s were hard, I just bought Kyries cause they fit my play style more

[@BrogodHuncho]

Prostate Exam 7s😂😂😭😭😭

[@greendro6410]

Curry is my current favorite basketball player

[@iHasCaek]

performance and design "could" save the curry brand. cant have those ER nurse 1's style again.

[@robrig55]

I really rooting for Steph on this but his shoes were expensive

[@bigbangbasketball]

So nike truly fumbled the bag lol

[@topsykretts2264]

Under Armour quality sucks too. My feet hurts whenever I wear any of their shoes.

[@Supremely_Based_Takes]

General wait to see where Kaitlyn Clark shoe ranks on this list.

[@gilbertoflores7397]

If they give her a good design, maybe it'll do well like Sebrina got. Otherwise, it'll do bad, the signature Basketball shoe market is very saturated, too maay athletes have their own shoe to follow.

[@MC-kj7dy]

They dropped the ball with curry. Who the hell wears curry’s? 😂

[@rexarthur26]

Undwr Armour needs more NBA signature athlete

[@AngeloMorales-u1e]

I’m ngl the 2s look better than the ones on god.. you couldn’t catch me dead in those but those 4s did look fire

[@franciscodiaz3028]

I remember seein a pair of low tops being called energy but were marketed as lo energy... lo energy... cmon such bad marketing