After a slew of injuries on the Golden State Warriors, Stephen Curry has had a 2020 to forget. From his own fractured wrist to fellow splash brother Klay Thompson’s season ending injury, the Warriors ended with the worst record in both the Western Conference and the league. Curry spent the off season playing golf in ‘The Match’ with Charles Barkley, Phil Mickelson and NFL legend Payton Manning, which he also ended up on the losing side.
That is until December, the enigmatic guard together with Under Armour, released The Curry Flow 8 – first sneaker to be launched under the Curry Brand.
While it will carry on a legacy of boundary-pushing performance innovation, Curry’s eighth signature sneaker will help set the brand apart by tackling a series of firsts.
The silhouette marks the introduction of an industry-changing cushioning platform, called UA Flow. UA Flow is positioned to shift the company and the entire sports apparel industry. The Curry Flow 8 effectively disrupts the design of a traditional basketball shoe by completely eliminating the rubber outsole, bringing unparalleled traction, lightweight performance ground-contact cushioning and grippy on-court feel.
“We pushed so hard to make this happen. The UA team moved mountains to bring this innovation to life. I can’t tell you how good this feels on my feet and I’m hyped to wear it for years to come.”
– Stephen Curry
During development, UA Flow and the Curry Flow 8 endured 13 rounds of weartesting and 10 rounds of biomechanical testing with more than 100 athletes, including 35 elite college and high school basketball players, proving to be Under Armour’s highest performing ground-contact cushioning technology. Through the more than 1,500 hours of extensive testing, UA optimized the properties of the unique foam to make the Curry Flow 8 the brand’s best performing basketball shoe to-date.
UA Flow and the Curry Flow 8 took more than three years to develop. It was a collaborative effort between Dow and multiple UA teams including Innovation, Product Design, Biomechanics, Athlete and Consumer Insights groups. During the journey, the development team leaned on informative athlete insights that challenged sacrificing traction and the ability to feel the court for the benefits of cushioning and responsiveness. With Dow, which also helped deliver UA’s proprietary UA HOVR™ cushioning, UA dialed in on energy return, shock absorption and traction to enhance the court feel, cushioning and speed of movement without sacrificing durability. To achieve this, UA Innovation reversed the engineering, and designed the UA Flow footwear from flexibility to stability, instead of stability to flexibility—bucking traditional industry standards.
Curry Brand, launching December 1, features footwear, apparel, and accessories backed by Under Armour’s performance product innovations. But there’s more to the brand than product— a percentage of Curry Brand’s yearly revenue will be invested in under-resourced communities. The goals are as high-achieving as his basketball records: by 2025, the Curry Brand aims to create at least 20 safe places to play, support 125 programs that impact young athletes, and deliver opportunities to train more than 15,000 coaches—making an overall impact on more than 100,000 youth.
The innovative technology of the UA Flow and the Curry Flow 8 provide game-changing athlete benefits and tech features including:
- TRACTION: UA Flow contributes amazing ground traction on-court to the Curry Flow 8 with abrasion resistance similar to standard rubber, with no skidding, no slipping, and no squeaking on the hardwood.
- COMFORT: The upper features two layers that work dynamically and independently, which allows the foot to move more freely while still being protected.
- COURT FEEL: With the Curry Flow 8, cushioning doesn’t sacrifice court feel. While the underfoot feeling is unique at first, it won’t take long for you to feel at one with the court.
- INTENTIONAL DESIGN: UA Flow discarded unnecessary weight by eliminating the need for a rubber outsole, which usually adds up to 2 oz. of weight. The Curry Flow 8 weighs in at 12.1 oz.(men’s size 9).
- HIGH ENERGY RETURN: The Curry Flow 8 provides amazing energy return without compromising durability, protection, and performance.
The Curry Flow 8 will release globally on currybrand.com, at UA Brand Houses and at select retail partners for $160 USD on December 11.Leave a comment