- Under Armour (NYSE:UA) unveiled the Curry One basketball shoe at an event last night in NYC in front of the NBA All-Star game planned for this weekend.
- The timing is spot-on for the company with Curry receiving more All-Star votes than Nike's (NYSE:NKE) Lebron James and Kevin Durant this year to finish off a remarkable rise from his humble start as a lightly-regarded prospect from Davidson.
- UA calls the advertising campaign for the Curry One the largest media exposure it's ever fired off.
- What to watch: The Curry One is Under Armour's biggest direct challenge to Nike's dominance in the basketball shoe market. Priced at just half of what many of Nike's premium BB shoe products sell at, strong demand for the Curry One could crack the door open for Under Armour in the lucrative business.
- Reviews: Weartesters.com, Sneakernews.com.