UA and Stephen Curry Go 10 For 10
This season was a remarkable one for Stephen Curry as he continued to reach new heights in his basketball career. After cementing himself as the best three-point shooter in league history, Stephen took home his fourth NBA Championship title and unanimously clinched the honor of Finals MVP. It’s only fitting that he will top off the year by eclipsing another milestone: the launch of the Curry Flow 10 – his tenth signature shoe with Under Armour and third under Curry Brand.
With the launch of the Curry Flow 10, Stephen becomes just the ninth athlete in history to release ten signature shoes and the first Under Armour athlete to reach this landmark. Since the launch of the Curry 1, Stephen has achieved countless accomplishments, many of which have taken place with his signature shoes on his feet – from taking home the 2017 title in the fan-favorite More Dimes Curry 4, to celebrating a decade in the Bay Area with the Oakland Curry 6, to crushing the all-time three-point record in the 2974 Curry Flow 9.
INNOVATION AT ITS FINEST – THE 10TH SIGNATURE SHOE
Building on the successes of Curry Brand’s past two signature models, the Curry Flow 10 optimizes both UA Flow and UA Warp 2.0 technologies to enhance on-foot feel by making the shoe feel lighter and more breathable. The elevated Warp 2.0 technology features strategically placed tapes of varying widths on the upper, placed according to highest stress loads during Stephen’s hard and fast cuts, to fine-tune on-court movement and create unparalleled support and comfort. With a thicker midsole and sock liner, Curry Flow 10 moves the needle on cushion and stability. The enhanced on-foot feel also comes with hidden details to commemorate the milestone, such as the elongated X found on the bottom of the shoe and easter eggs in each colorway for sneakerheads to enjoy.
“As always, when designing the Curry 10, we were looking at how we can make the shoe a grippier, lighter and more breathable, all while increasing stability and not sacrificing the look and feel that Stephen has come to love and need on the court,” said Spencer Hawkins, Senior Designer, Footwear at Under Armour.
BEHIND THE COLORWAYS
Stephen was first spotted in the Iron Sharpens Iron colorway of the Curry Flow 10 at this year’s Curry Camp, an iconic look first debuted with the Curry Flow 2. Drawing from Proverbs 27:17, which proclaims, “as iron sharpens iron, so one person sharpens another,” the colorway honors the people who have helped Stephen throughout his record-breaking career.
“With the Curry 10, it’s a great moment to reflect on the journey and bring back some iconic colorways or moments – case in point, the Iron Sharpens Iron colorway,” said Stephen.
“Throughout the journey of the 10, we’ll hit a lot of different moments—from the 1s to the 4s to the 7s to the 2s. It’s a great way to reflect and have gratitude and appreciation for how far we’ve come.”
Stephen Curry
Each of the Curry Flow 10 colorways reimagine looks Stephen wore during important moments throughout his career and honors the people and places most important to him. In addition to Iron Sharpens Iron, the first handful of Curry 10 releases include Sour Then Sweet, Northern Lights, More Magic, Curry-Fornia and Treasure Island, with more exciting colorways to come in 2023.
Sour Then Sweet builds on the Sour Patch Kids collection first debuted with the Curry 7, paying homage to Stephen’s ‘sour then sweet’ mentality on the court and his undeniable sweet tooth. The colorway offers a provocative patch pattern with encrusted synthetics that mimic the texture of the candy.
- Northern Lights, which first launched with the Curry 2, has long been a crowd pleaser and is often seen on Stephen’s feet during the holiday season. The reimagined Curry Flow 10 colorway includes reflective materials and evolved fade executions.
- More Magic, which debuted on the popular Curry 4, pays homage to the Lunar New Year with an iridescent design and honors the magic that Stephen creates on the court. When the colorway first launched, only a limited quanity was available, so bringing back this sough-after colorway allows fan everywhere another chance to grab some of Stephen's magic.
- Curry-Fornia celebrates everything that the state of California means to Stephen and his many accomplishments in the region, including becoming the basketball player with the most championship rings. Heavily designed in blue, the shoe celebrates the many iconic moments that Stephen has had as part of Dub Nation.
- Treasure Island was born from the idea of finding something and creating a treasure out of it. The colorway also reflects Treasure Island itself, which connects San Francisco to the East Bay, honoring the Warriors' move from Oakland to San Francisco.
Alongside the Curry Flow 10, Stephen will also create new FloTro and Retro styles of these models that carry significance, allowing fans to relive his career journey alongside him. In the spirit of recognizing historic milestones, these shoes celebrate the past while using innovative technologies and eye-catching silhouettes to change the future of the game.
The reimagined sneakers are designed to mimic the geometry and visual of the original shoe with the addition of enhanced performance. The Curry FloTros are built on the UA Flow foam platform, while the Curry Retros feature a familiar look, replicating original styles that fans may not have been able to get their hands on at the time. Just as Stephen’s game has elevated since he first wore these shoes, both the Retro and FloTro models feature premium materials to level up the Curry line. The Retro and FloTro styles that fans can expect to see launching in the coming months include:
Curry 1 Retro in Sour Patch Kids colorway
Curry 2 Retro in Iron Sharpens Iron and Northern Lights colorway
Curry 4 Retro in More Magic colorway
Curry Low FloTro 1 in Sour Patch Kids and Northern Lights colorway
Changing the game for good
While the launch of Curry Flow 10 marks a significant moment in the footwear space, it also celebrates nearly a decade of Stephen and Under Armour changing the game for good. From court refurbishments to training coaches, to providing the equipment necessary for youth to get out and get active, Stephen has stopped at nothing to see the next generation of athletes succeed. In the two years since launching Curry Brand, Stephen and Under Armour have refurbished nine courts around the world and positively impacted more than 43,000 youth – almost halfway to Curry Brand’s goal of impacting 100,000 youth and renovating 20 safe places to play by 2025.
Curry Camp 2022
Boys & Girls Clubs of Long Beach Court Refurbishment
“Over the years, the conversation with Stephen has evolved – 10 years in, he’s more dialed in than ever on growing Curry Brand, zeroing in on innovation, and making an impact in the basketball community, and beyond,” said Tom Luedecke, Design Director, Footwear Innovation at Under Armour. “I know I speak for everyone at Under Armour when I say we could not be more excited for what’s next.”
Reflecting on the past 10 years, Stephen said, “When it came to partnering with Under Armour, it was about the team and the opportunity to develop and establish a sustainable signature business that would reflect who I am and celebrate amazing moments along the way. It was an opportunity to bet on myself and build something from scratch.” Under Armour congratulates Stephen on this remarkable milestone as he continues to shape sports culture through game-changing innovation and eye-catching designs.
The Curry Flow 10 will soon be released in a variety of colorways that pay homage to past styles, starting with the drop of Iron Sharpens Iron on October 21 on currybrand.com. Stay locked on @currybrand for more releases in the coming months.
Curry Flow 10 Product DNA
UA WARP upper technology provides enhanced comfort & control throughout dynamic basketball movements
Half-bootie upper lining for superior fit, comfort & lockdown
TPE-blend sockliner with low compression set for energy return & longevity
- UA Flow cushioning technology is super-light, bouncy & provides insane grip
- Internal midfoot shank adds support & stability to every move
- Durable UA Flow outsole provides better court feel so you can cut & stop/start faster than ever before
Weight: 12.5 oz
$160.00 USD
Curry flow 10 colorway drops
11/11: Sour Patch Kids
Sour Patch Kids is the only colorway collaboration that Curry Brand has done twice, honoring Stephen’s love for the sour-then-sweet treat. While the fun and playfulness of the candy inspired designs originally featured on the Curry 1, the brand’s first official collaboration with Sour Patch launched in 2019 with the drop of the Curry 7. On the Curry Flow 10, the Sour Patch Kids design is the culmination of past models, taking design inspiration from the colorful candy and infusing it into the patch pattern of C10.
12/14: Treasure Island
Just as Treasure Island physically connects San Francisco – the site of Stephen’s home arena – to Oakland, where Stephen got his professional start, the Treasure Island colorway offers new ways for fans to connect with Curry Brand.
12/17: Northern Lights
Northern Lights celebrates the most wonderful time of the year – the holiday season. Not only is Stephen known for his charitable giving around the holidays through events like Christmas with the Curry’s, he has often sported iconic colorways on the court as the end of the year approaches. One look that fans have gravitated towards most is Northern Lights, which first debuted on the Curry 2. The Curry Flow 10 takes a different approach to Northern Lights, playing with some of the fade executions and giving it a modern spin to keep fans on their toes.
1/6: More Magic
Over the years, More Magic has made a name for itself as a fan favorite from a design perspective. First launching on the Curry 4, More Magic was limited in availability from the get-go, but now fans everywhere will have a new opportunity to get their hands on a pair. The original inspiration for More Magic stems from the magic that Stephen creates on the court – the revamped colorway features a familiar look and feel, with commemorative patches on the tongue and additional hidden details to honor its past.
1/20: "Curry"Fornia
Honoring Stephen’s NBA roots in the state of California, "Curry"Fornia celebrates his triumphs over the years since he first arrived as a rookie in the Golden State in 2009. Throughout Stephen’s professional journey, many of his biggest moments on the court have taken place in that Dub Nation blue/gold colorway – through "Curry"Fornia, we’ll toast to the past while also looking ahead to what’s to come in Stephen’s career as a Golden State Warrior.
1/27: Black History Month
Inspired by the true story of Lewis Latimer – the Black American inventor who improved Thomas Edison’s light bulb by extending its lifespan, making it more practical and affordable, with his revolutionary method of manufacturing carbon filaments – the Black History Month colorway honors black trailblazers everywhere who have played an important role in shaping history. The “BHM” colorway design features subtle nods to Latimer’s contribution to society that brought light to all, including a light bulb on the tongue pull tab and reflective upper and a dotted design resembling the look of a circuit board. Originally released as a ‘Player Exclusive’ in 2015 and later selling out swiftly in an Asia-exclusive release in 2021, sneakerheads across the globe can finally get their hands on the coveted Curry 1 Retro colorway and celebrate its roots in history, starting Friday, January 27.
2/17: All-Star
The All-Star colorway of the highly anticipated Curry 2 FloTro nods to Stephen’s remarkable performance during the 2022 All-Star Game where he scored 50 points and knocked down a record 16 of 27 attempted 3-point shots. The 2023 design is a fresh, new interpretation of the original Curry 2 All-Star colorway worn by Stephen during the 2016 celebratory game in Toronto. This new colorway features design easter eggs from Stephen’s life, including the Toronto area code he lived in while playing for the Queensway Christian College Saints from 2001-2002 and the word ‘W3ST,’ paying homage to his 2016 All-Star Game jersey. Fans everywhere can witness Stephen in the new All-Star colorway during the 2023 All-Star Weekend in Salt Lake City, where he’ll attempt to make history books once again. Also, for the first time ever, the All-Star Curry 2 FloTro will be released globally on Friday, February 17, on currybrand.com and at select UA Brand Houses, so that sneakerheads everywhere can step up their game and play like an All-Star.
2/24: Double Bang!
Basketball fans are sure to remember the moment the catchphrase “Bang! Bang!” was born when Stephen drained one of the most memorable shots of his career. As Curry Brand continues to celebrate major milestones with signature and retro-style releases, we’re bringing this colorway to market so Curry fans can have a piece of history. Offered in both Curry 2 Retro and Curry Flow 10 styles, the colorway nods to Stephen’s game-ending dagger from the near half-court against the OKC Thunder, which led to the legendary double “BANG! BANG!” catch-phrase from ESPN announcer Mike Breen. As seen in the original PE colorway that was on Stephen’s feet in 2016, the reimagined look features that same golden yellow hue with print resembling that of a giraffe, honoring the favorite animal of Stephen’s daughter, Riley. Double Bang! is coming out with a bang with its first-ever global release on Friday, February 24, on currybrand.com and at select UA Brand Houses, giving sneakerheads across the globe their first opportunity to celebrate one of the most iconic moments in NBA history.
3/14: Splash Party
Splash Party is a celebration of Stephen and puts a fresh twist on a Curry classic in honor of his 35th birthday. Inspired by the Curry 2 “Splash Party” that was originally released in 2016, the reimagined look is an adaptation of all the fun things you would see at a kid’s birthday party: birthday cake, confetti, candles, and sprinkles. This colorway evokes a sense of joy and gives toasts to the gifts that Stephen has given fans both on and off the court over the years. Dropping globally on Stephen’s birthday on March 14th in Curry Flow 10 and Curry 2 Retro styles, this one-of-a-kind colorway encourages sneakerheads everywhere to embrace their inner child and brings a new level of energy and fun to the court.
4/1: Chef Curry
The Chef Curry colorway of the Curry 2 FloTro is a fresh take on a buzzed-about colorway and is Stephen’s moment to roast the roasters. In 2016, Under Armour released the Curry 2 Low in the all-white “Chef Curry” colorway, and the response from sneaker culture was brutal. Stephen and Under Armour were roasted in every corner of social media by fans mocking the shoe for its dad-like silhouette, which would later become a staple in sneaker culture. Stephen leaned into this moment, calling the shoes “straight fire,” and has now created a new take on the Curry 2 in a FloTro model that claps back at all the naysayers. This reimagined look features an upper that is designed to look like a marshmallow getting roasted over a campfire before it’s served up on a s’more. Starting Saturday, April 1, on currybrand.com and in select UA Brand Houses, fans everywhere can get their hands on Stephen’s interpretation of a moment that defined his journey and place in sneaker culture.
4/7: Unicorn & Butterfly
The Curry Flow 10 Unicorn & Butterfly colorway is inspired by one of the most important things in Stephen’s life —his daughters Riley, and Ryan. Being an NBA “girl dad” is an honor many players openly embrace, and a distinction that Stephen has been vocal about. The shoe’s design inspiration features pay homage to his girls, including an upper that is covered in a bright pink hue, similar to that of the previous unofficial “girl dad” releases, like the Curry Flow 8 “Surprise” designed by Riley and Ryan, or the Curry Flow 9 “For The W” that featured the same geometric butterfly and unicorn images that Stephen and Ayesha have tattooed on them in honor of the Curry Girls. Dropping globally Friday, April 7, on currybrand.com and in select UA Brand Houses, the Unicorn & Butterfly colorway gives sneakerheads the chance to honor and celebrate what it means to be a “girl dad.”
5/12: Mother’s Day
The Curry 1 FloTro Mother’s Day colorway is a celebration of the two most important mothers in Stephen’s life: his own mother, Sonya, and his wife, Ayesha. Stephen knows that moms have superpowers, and this colorway is his way of celebrating the influence and impact of moms everywhere. The importance of the roles Sonya and Ayesha play in Stephen’s life goes without question, and he holds an enormous amount of respect for them. Paying homage to these incredible women, the shoe design features unique details to give them both their well-deserved roses. Additionally, the Curry 1 FloTro shoe’s upper design showcases the same pink print originally featured on the upper of the Curry 2 Player Exclusive Stephen wore on Mother’s Day in 2016. Dropping globally Friday, May 12, on currybrand.com and in select UA Brand Houses, this latest release from Curry Brand provides sneakerheads with the opportunity to honor the mother figures in their lives beyond Mother’s Day itself.
6/9: Father to Son
The Curry 10 Father to Son is a celebration of three generations of Curry men: Dell, Stephen, and Stephen's son, the always-energized Canon Curry. Pulling color inspiration directly from previous releases inspired by Canon, this pair features wolf-grey as the upper’s main color, accented by gold hints nodding to the younger Curry’s status as heir to the throne in the NBA’s royal family. Sneakerheads might remember previous releases dedicated to Stephen's son in the Curry 6 Player Exclusive, Curry 8, and Curry 9, making this the fourth official launch of the colorway. Releasing globally on Sunday, June 9th, on currybrand.com and in select UA Brand Houses, Curry fans everywhere can celebrate future hoopers, like Canon, in style.
6/22: Draft Day
The Curry 1 FloTro Draft Day colorway is a celebration of June 25, 2009 – the day that Stephen Curry was drafted seventh by the Golden State Warriors. Many doubters had their fair share of commentary on what an Underrated kid from Davidson College had to offer in the NBA, but with hard work, faith, and perseverance, Stephen proved all the naysayers wrong. This first-of-its-kind release pulls its design inspiration directly from the suit Stephen was rocking on draft night. Similar to the suit and accompanying pocket handkerchief the upper design sports a still-water/pink sugar color palette finished off with the lightning bolt accent from the Warriors logo at the time. The sneaker is completed with polka dot detail on the lavender gradient midsole to match the tie that completed the look. Releasing globally on June 22nd, the day of the 2023 NBA Draft, sneakerheads everywhere can snag a pair on currybrand.com and in select UA Brand Houses to honor the 2009 NBA Draft, which introduced the best shooter in NBA history.
7/21: Back 2 Back MVP
The Curry 1 and Curry 2 Retro “Back 2 Back MVP” pack is a celebration of Stephen’s role in NBA history. Coming off an MVP season and his first NBA championship victory in 2014-2015, Stephen didn’t take his foot off the gas during the 2015-2016 season. He would go on to knock down over 400 3s, lead the Warriors to an NBA regular season record with 73 wins, and will the team to another Finals appearance, putting together an unprecedented MVP campaign that ended with him being voted the NBA’s first-ever unanimous back-to-back MVP. The Curry 1 and Curry 2 Retro releases take inspiration from the hardware of the NBA Finals Larry O’Brien trophy and NBA MVP Maurice Podoloff trophy with the eye-catching black and gold accents. Releasing globally on June 30th on currybrand.com and in select UA Brand Houses, this will be the first retro release of the “Back 2 Back MVP” pack since its original release in 2016.
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