Under Armour Has High Hopes for Stephen Curry Shoe Launch in Battle Against Nike
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If you want to be a player in the basketball shoe business, you need a star. And Under Armour hopes it found its man with the NBA’s Stephen Curry, who is about to lace up his very own Under Armour shoe.
The company, which only got into the basketball shoe business four years ago, officially announced the Curry One shoe on Thursday, marking one of Under Armour’s first big plays in the signature basketball shoe game. The shoe — which will sell for $120 and hit stores on Feb. 13 — will make its on-court debut Friday night when Mr. Curry wears them for the first time as his Golden State Warriors take on the Cleveland Cavaliers at a home game on ESPN.
Cavs star LeBron James is a Nike endorser, so when the game was originally scheduled, it symbolically pitted Under Armour against its arch-rival. But Mr. James is not expected to return to the court due to an injury for a few days.
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