Steph Curry, Under Armour Look to Corner Retired, Middle-Class White People Market With New Shoe Design
Baltimore, MD - Under Armour introduced more than a new pair of shoes today, they introduced a bold, new strategy aimed a cornering the one market Nike, Adidas, and the other competitors in the signature basketball shoes industry have never been able to conquer:
The aging, middle-class, White people market.
And they know just the honey to draw them in: the hottest name in the Christian Sports World since Tim Tebow kneeled his last...Steph Curry.
"We asked ourselves, 'what's the one market that the basketball shoe industry has yet to tap?' And the answer was old white dudes." This from Under Armour exec, Jaden Harlowe, who helped create this new strategy. "And what do old white dudes like about the modern-day NBA? They like Steph. Boom. There it was."
Enter the new Curry 2 Low 'Chef', white shoes for white dudes who love Steph Curry.
"Designing something that's hip for that crowd's taste is a whole different challenge," said lead designer Andruw Marks. "We had to be creative in a new way. Mainly, by being boring. It was hard. But the product doesn't disappoint. It is what we wanted it to be."
The shoes are expected to do well with its target audience and hopefully pave the way for more products geared to the market, including Steph Curry Pickleball raquets, golf club covers, and can coozies.