"It's been 103 years since the Converse Chuck Taylor All-Stars were first released, and 103 years of brands getting it right and getting it wrong. They weren't the first pair of basketball shoes, but they are widely considered the starting point. It's been decades since sneakers were just shoes. They're symbols of power, taste, and belonging. And when a brand gets it wrong, the whole world feels it. This week, we witnessed one of the biggest failures in that entire history."
"Sneaker culture felt the tremor: Stephen Curry and Under Armour are done. Thirteen years of hype and hope dissolve into disappointment, showing how brilliance can be wasted when culture is misunderstood. Under Armour's basketball business, including the Curry brand, generates a mere $100 million to $120 million annually. To put that in perspective, Nike's Jordan brand pulls in over $5 billion."
Converse Chuck Taylor All-Stars debuted 103 years ago and helped define basketball footwear as cultural markers rather than mere utilitarian items. Sneakers have become symbols of power, taste, and belonging, raising stakes for brand decisions. Under Armour's long relationship with Stephen Curry collapsed after thirteen years, producing cultural disappointment and limited financial returns; UA's basketball business brings in about $100–$120 million annually versus Nike's Jordan at over $5 billion. The outcome represents a significant missed opportunity that could have succeeded. Personal investments included ownership of UA shoes, attendance at high-profile events, collecting rare player exclusives, and coordinating early promotional partnerships featuring Curry.
Read at Slate Magazine
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