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Since Michael Jordan’s partnership with Nike in 1984, signature sneakers have played a pivotal role in the basketball footwear market. The iconic phrase “Be Like Mike” has shaped the aspirations of countless fans. Over the years, the world of basketball shoes has transformed dramatically, with players now showcasing a diverse array of styles and colors that symbolize their individuality. Among the most significant figures in this evolution is Golden State Warriors star Steph Curry, who is looking to reshape the sneaker landscape amidst his already game-changing impact on basketball itself.
Collaboration in the Spotlight
In a notable shift within the sneaker industry, Curry Brand recently welcomed Sacramento Kings’ De’Aaron Fox as its inaugural signature athlete with the launch of the Fox 1 shoe. This partnership is especially unique, as Fox recently joined Under Armour after ending his tenure with Nike. By becoming the first non-eponymous athlete to sign with Curry Brand, Fox is setting a precedent rarely seen in sports branding, where active players typically do not endorse competing brands.
This collaboration has raised eyebrows, but Curry Brand’s head of marketing, Nana Dadzie, views it positively: “For De’Aaron, being part of someone’s brand that he has admired since his youth is a remarkable opportunity. Steph’s influence on the current game mirrors what Michael Jordan represented for my generation,” Dadzie stated. Curry Brand functions as a standalone label under Under Armour, having launched in 2020 to capitalize on Curry’s long-term partnership with the company, which dates back to 2013.
Dadzie, who transitioned from a decade and a half in higher education to the sneaker industry, recalls his early interaction with Curry. “When I first met Steph at Curry Camp, I mentioned that I wasn’t there for the celebrity but to assist in building a legacy brand,” he shared.
Curry Brand’s marketing strategy focuses on highlighting an athlete’s signature skill, mirroring the approach taken by Air Jordan under Nike. Campaigns emphasize Curry’s remarkable shooting ability, evident in memorable advertisements that showcase his talents in playful yet impactful narratives.
Emphasizing Speed
For De’Aaron Fox, known for his unmatched speed—recognized by the NBA’s annual GM survey as the fastest player—his debut shoe’s campaign, titled “Speed that Scares,” highlights this attribute. Fox expressed that the tagline aligned perfectly with his style of play and presented a significant statement for his first signature shoe.
This focus on unique athletic skills is intentional, as Dadzie reminds the creative teams, “While it’s easy to stray into extravagant concepts, our essence lies in producing basketball shoes.” The brand’s ability to connect on a personal level with its athletes is fundamental to its marketing narrative.
Humor plays a strategic role in Curry Brand’s advertising, using lightheartedness to convey messages about its products. The iconic rapid-fire ads featuring Curry serve to both amuse and highlight his exceptional shooting skills in relatable scenarios.
The “Speed that Scares” campaign rolled out with a creative first spot called “Any Shoes,” which features Fox humorously reviewing multiple pairs of shoes before concluding that none can rival his Fox 1s in terms of speed and agility.
The follow-up ad, “The Janitor,” injects creativity into a common basketball experience where a janitor interrupts a player’s late gym session. It showcases Fox’s incredible pace, resulting in a fun and engaging portrayal of basketball culture and the joy of play.
As Curry approaches the latter stages of his illustrious career, he remains aware of the inevitability of time. Recently, the 36-year-old has openly discussed the realities of retirement and its implications for both his legacy and the brand. His departure from the court signifies a new chapter for Curry Brand, with the Fox 1s marking a significant step forward.
Dadzie encapsulates the vision moving forward, saying, “We aim to develop a legacy comparable to Jordan’s, ensuring it resonates well beyond the player’s active years. Legacy is not solely about what one leaves; it’s about inspiring future generations to continue that journey. Players like De’Aaron Fox will undeniably be part of Steph’s long-lasting influence.” In this way, as Curry’s own legacy solidifies, the foundations for the future of Curry Brand are being laid.
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