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The UA Curry 6 Might’ve Reignited The Curry Line

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I was watching a game of basketball via NBA League Pass about a week ago and during one of the  commercial breaks, an ad featuring the new Under Armour Curry 6 popped up; it was a little more than half a minute long. I was a bit disappointed with the ad at first because it was not very engaging – all it showed was Steph moving with and without the ball, taking a couple of triples, then came images of the elements  that made up the sneaker in between Curry’s moves, with short phrases about the shoes technical features. The ad wasn’t any different from any other routine sneaker performance commercial I had seen before. I was looking for a way to connect with Steph and the shoe and there was not a single element in the ad that created that sentiment in me. I thought about the Kyrie 4 commercial by Nike featuring Kyrie Irving and his dad playing a one on one game and thought Under Amour should’ve gone the same route- and that’s where I think many of us tend to make biased observations/assertions that may not be necessarily valid.

AboveThis is the ad that was featured on NBA leaguepass-Curry is pretty much silent, and all we see is him taking shots. His feet and the technical features of the shoes were the main emphasis.

I went on YouTube searching for a review of the Curry 6 and came across a great presentation by UA that was about 2 minutes 20 seconds long, see video below:

After watching the video, I understood that Under Armour did exactly what the brand was supposed to do-Stay and remain in their lane. Curry’s sneakers were primarily made for performance purposes so the narrative must convey exactly that. Yes the Curry 1 and 2 were loaded with amazing backstories, and yes it’s great to link a shoe with an inspiring narrative, but let’s not forget what the objective of the sneaker is – performance. So the longer YT commercial I watched was definitely spot on as far as explaining thoroughly everything that went into creating the Curry 6. The first part of the commercial is about Curry taking center stage and giving his own narrative (that was nonexistent in the NBA League Pass ad). Under Armour also spiced up the YT Ad a bit with a British guy with his accent in between the video to stress out some significant aspects of the shoe. Overall I’m glad the brand stuck with “the performance theme”  throughout the campaign instead of forcing an inauthentic backstory, and the results are amazing – the shoe is selling well at retail; check the data I collected via the images below

sizes 7.5-11 are no longer available via Finishline, something that has been almost unheard of since the Curry 1 & 2 were released
Not only one colorway but the the blue and yellow edition is also nearly gone via Finishline, that’s a great sign for Under Armour
Even via Footlocker, the shoe is showing some very promising positive signs, size 7-9.5 are not available for purchase

I purposely won’t include Under Armour’s online shop; if the shoe is doing this great on regular retail shops , how much better do you think they’ll do via UA’s eshop. You can check it yourself by visiting underarmour.com

My only recommendation for the brand is to change the NBA League Pass ad by replacing it with the first 30 seconds of the YouTube ad above where Curry’s voice can actually be heard-it will resonate with folks more. I’m definitely looking forward to grabbing a pair of the Curry 6. Check my video below in which I was testing the Curry 4 low I picked up for $23.99 via Ross.. ( I don’t think that will happen with any of the Curry 6’s as long as Under Armour doesn’t flood the market with senseless colorways).

2019 Under Armour Mens UA Curry 6 Basketball Shoes Blue Curry Basketball Shoes

$129.99
End Date: Thursday Mar-19-2020 15:31:14 PDT
Buy It Now for only: $129.99
Buy It Now | Add to watch list

Men's Under Armour Curry 6 High Visibility Yellow 3020612 Choose Your Size

$89.99
End Date: Sunday Mar-1-2020 13:34:49 PST
Buy It Now for only: $89.99
Buy It Now | Add to watch list

2019 Under Armour Mens UA Curry 6 Basketball Shoes Black Curry Basketball Shoes

$129.99
End Date: Friday Mar-20-2020 14:21:02 PDT
Buy It Now for only: $129.99
Buy It Now | Add to watch list

UA Curry 6 Basketball Shoes Under Armour Men's Low-top Sneakers 3020612-101

$128.99
End Date: Sunday Mar-15-2020 16:35:17 PDT
Buy It Now for only: $128.99
Buy It Now | Add to watch list

Under Armour Men's UA Curry 6 Basketball Shoes Low-top Sneakers 3020612-404

$128.99
End Date: Sunday Mar-15-2020 17:12:46 PDT
Buy It Now for only: $128.99
Buy It Now | Add to watch list

Under Armour UA Curry 6 Oakland 3020612-006 Black Thank You Size 10.5 New

$89.99
End Date: Wednesday Mar-18-2020 20:55:20 PDT
Buy It Now for only: $89.99
Buy It Now | Add to watch list

UNDER ARMOUR Men's UA Curry 6 Basketball Shoes Breathable 3020612-004

$124.99
End Date: Sunday Mar-15-2020 16:06:35 PDT
Buy It Now for only: $124.99
Buy It Now | Add to watch list

Under Armour Curry 6 “Thank You Oakland” LE Sz 11

$80.00
End Date: Saturday Feb-29-2020 17:21:19 PST
Buy It Now for only: $80.00
Buy It Now | Add to watch list

Under Armour UA Curry 6 International Boulevard Men Shoes 3020612-402 Size 12-13

$94.99
End Date: Tuesday Feb-25-2020 18:09:18 PST
Buy It Now for only: $94.99
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Under Armour UA Curry 6 "Coy Fish" Yellow Basketball Shoes Size 10 M(D) Sneaker

$69.99
End Date: Friday Mar-20-2020 7:42:12 PDT
Buy It Now for only: $69.99
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