DECEMBER 2020 saw the launch of sneaker lines by basketball hero Steph Curry, a recipient of The BrandLaureate International Brand Personality Award 2018. NBA star Steph Curry launched his line, Curry Brand, with the sports manufacturer Under Armour.

The new Curry Flow 8 sneakers feel unreal and is different than anything else. It is lighter, grippier, bouncier, and quicker – like pillows on your feet, and it is easy for you to get off the ground.

Curry, a thrice NBA champion with the Golden State Warriors, spoke about the thrill of his label placing him in the exalted company of Michael Jordan, the lord of the basketball as well as branding universe.

The 32-year-old also said he wanted the brand to be a reflection of his personality and values. One of his goals, he said, was helping youngsters take up sports.

“It’s very surreal. I know a lot of people like to link it with the Jordan brand in terms of having a legacy brand attached to the company, and he is the gold standard of success when it comes to doing that, but we are going to do it a different way and something that is authentic to me,

“A big piece of the Curry Brand is going to be investing into youth sports and creating a network and support around kids’ participation in sports,” Curry told Sports Illustrated.