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Why Aren’t More People Buying Steph Curry’s Signature Under Armour Sneakers?

Submitted by on April 27, 2017 – 10:35 amNo Comment
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Even though he isn’t going to win his third straight NBA MVP award this season, Steph Curry is still one of the best and most popular players in the entire NBA right now. He’s on the team that’s been projected to win the NBA Finals, and while he’s not making the same spectacular highlights he did at some points last season, he’s still a superstar in every sense of the word. So why then is Curry having so much trouble moving signature sneakers for Under Armour?

Back in November, we told you about how low sales were plaguing the Curry 3 sneaker that Under Armour introduced at the beginning of the 2016-17 NBA season. And according to Under Armour CEO Kevin Plank, the Curry 3 is still not selling as well as UA had anticipated it would. On a call about the company’s earnings this week, he said that the sales for the sneaker have been disappointing, despite the fact that he believes the Curry 3 is a supreme basketball sneaker.

“Our success in basketball hasn’t been without its learning,” Plank said on the call, according to ESPN. “As we launched the Curry 3 late last year, our expectations continued to run high. And while the 3 played very well on court for Stephen Curry and our athletes, a sluggish signature market and a warm consumer reception led to softer than expected results. This has created an inventory imbalance that we are working through. One that, yes, is baked into our full-year outlook which hasn’t changed and, most importantly, yielded lessons we’re applying ahead with the Curry 4 and beyond.”

One problem with the sneaker might be the price. Like all basketball sneakers, the price of UA sneakers has risen over the last few years. And the Curry sneakers in particular have jumped from $120 for the Curry One to $130 for the Curry 2 to $140 for the Curry 3. UA has subsequently been forced to slash the price of the Curry 3 to try and encourage people to buy it in recent weeks.

So is this a sign of things to come for the Currys—or will UA ultimately figure out the problem with the sneakers and find a way to get more people to buy them? They seem committed to working with Curry both now and well into the future, so it will be interesting to see what they are able to come up with in the coming years.

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