AMERICAN brand Under Armour continues working on its vision to inspire with performance solutions and relentless pursuit of innovation through the recent release of the Curry 7.
Stephen Curry, a 3 time NBA Champion and 2 time MVP – has made one thing clear – he isn’t slowing down as seen in his recent season records. He says that, “like a lot of players, I’m always working on movement and fluidity, my range of motion, and how I can be more efficient with my footwork and balance.”
As Stephen continues to evolve, Under Armour is by his side. “Key for me when we were building the Curry 7 was the combination of energy return from UA HOVR and responsiveness underfoot for quickness on-court,” he says.
While developing Stephen’s seventh signature shoe, the Under Armour design team challenged themselves to match his innovative style of play and make all players better on-court. Paul Winsper, Under Armour VP of Athlete Performance shares, “We are constantly analyzing data around Stephen’s game and use those insights to inform his footwear each season. We have to design a shoe that will keep Stephen on the court all season long, and enable him to break his own records year after year.
A shoe that will match his innovative game and power athletes around the world.”
The Under Armour design team took the data from Stephen’s one of-a-kind game and started working from the inside out when ideating on the Curry 7.The data pointed to a need for a system that would be as dynamic as Stephen’s on-court play, but adaptable to any athlete striving to get better: something that would enable any athlete in the shoe to cover more ground, respond faster and stay quicker longer. The result is the unique combination of two proprietary and acclaimed Under Armour foam technologies – UA HOVR and Micro G.
Under Armour designer Leon Gu shares, “The Curry 7 is the first Under Armour Basketball shoe to combine the UA HOVR and Micro G cushioning technologies, and the first Curry signature shoe to feature Micro G. We started with UA HOVR foam at the top and then added Micro G at the bottom. Both materials are separated and perfectly balanced by the flexible plate.UA HOVR foam is made up of several layered materials that provide reinforcement in zonal areas for comfort, stability and mobility. Micro G is bouncy and responsive. The combination allows for extra lift and energy return.”
In the Philippines, the Curry 7 is available in the following Under Armour stores in the SM Mall of Asia, SM Megamall, Bonifacio High Street, Greenbelt 3, and Trinoma.