Shop Under Armour for Men’s UA Curry 5 Basketball Shoes in our Men’s Basketball Shoes department. Free shipping is available in US.
Source: Men’s UA Curry 5 Basketball Shoes | Under Armour US
What Apple has long understood is that the launch of a product requires showmanship and a connection not only to the product, but the man behind the product. When the first iMac was delivered Steve Jobs was just as important as the product. His delivery in describing the product was full of hyperbole and when the product was finally unveiled to the crowd of Apple enthusiasts the product was already sold and Apple returned to prominence after years of lackluster computing with the Newton and Apple LCII.
I’ve been stating that Under Armour has been failing Steph Curry. Last years Curry 4 launch only had one video to support the franchise and ZERO marketing outside of just delivering drops. As the Curry 5 began to be rolled out with the Pi Day version releasing twice and selling out, the brand was in the lab cooking up a strategy to improve their connection with the fans of Under Armour. They pulled a strategy directly from Apple’s playbook with the “Wired Different” spot on YouTube:
In the video we catch Curry talking to those in attendance at the unveiling of the Curry 5 in a similar way that an Apple product launch would take place. While Steph isn’t exactly comfortable, the video is endearing and gives us the player as opposed to a focus on the footwear. The brand does connect the original discussion on the Wired Different footwear from an earlier video of the shoe:
Right now in the last 12 hours UA has delivered marketing materials to retailers who all sent e-mail blasts for the release of the Curry 5 this morning which coincided with UA’s release of the Curry videos. That’s three different videos (really only 1 vid released in 3 formats) which is already equal to the amount of videos created for both the Curry 3 and Curry 4. This is not the only thing that UA has done. Like Kevin Durant, Curry’s teammate, Curry has launched a new series on YouTube named 5 Minutes from Home. There isn’t a coincidence that the series is titled 5. This brings a familiarity to the new shoe release. The show features Curry giving us insight into the player. It’s a strategy I said had to occur for every signature athlete in a time where basketball footwear is no longer the only footwear available to people. In order for the sneakers to sell better, people want access to the players and you increase the likelihood that someone would be interested in wearing what you wear.
The series is produced by Portal A (who is hiring in the Bay Area, btw) https://www.portal-a.com/about/ Curry’s YouTube had been basically dormant for years. He was active around the time of the Curry 1, but as marketing cooled for his signature shoe, his YouTube also cooled which is a direct reflection on the performance of his shoes over the last three years.
This is one of the best rollouts of a Curry shoe since Curry 2. If Under Armour is taking the time to develop campaigns in conjunction with the athletes they only need to add a few more elements and the brand will begin to pick up steam across the footwear category and that’s good for footwear in general. When you look at that and the fact that all of the recent footwear has finally shown an understanding of how to minimize the UA logo on the footwear while still remaining uniquely “UA” the brand is definitely on the upswing and their sales in footwear should follow.