Steph Curry isn’t a man to do things by halves. On the court, his dominance speaks for itself; a testament to his work ethic, unwavering dedication, and commitment to his loyal fans and teammates to be the best player he can be. But if you thought Curry’s desire for excellence stopped on the court, think again. As we’ve seen in the way he conducts himself off it, Curry is a man that leads by example and his Under Armour-powered label Curry Brand is doing just that, positioning itself as a vehicle designed to give back to the community and fans who have supported Curry throughout his career. In 2021, Curry Brand partnered with nonprofit Good Sports to provide equipment and uniforms to six different youth basketball organisations in NYC. Now, the label is partnering with Sesame Workshop, the educational organisation behind the ever-iconic Sesame Street.
Launching a 7-piece capsule collection dubbed the “Street Pack,” the footwear collection pays homage to the series’ energetic cast through a number of colourways that are as vibrant and enigmatic as the episodes we grew up watching. These signature looks are applied to the uppers of the Curry Flow 9, building on the success of the Curry Flow 8. With a fine-tuned UA Flow traction pattern and the introduction of UA Warp, the model is Under Armour’s greatest endeavour in the realm of basketball, with upper technology that improves foot stability. Aside from a supportive feel that locks the foot onto the UA Flow midsole, it also allows for natural movement.
As senior footwear designer at Under Armour, Spencer Hawkins, explains: “The hardest part was making sure we achieved a sense of depth and sophistication in our designs. We didn’t just say, ‘Elmo is red, so the whole shoe is red.’ We played with a lot of different tonalities of red, and we brought in hints of orange to represent the nose. Every single colour way is a unique story celebrating not only the unique physical attributes of the characters but also what each character can teach us about building a better, more inclusive neighbourhood.”
A father to three kids under the age of 9, the partnership seems like a no-brainer for Curry, who looks to continue his efforts to celebrate Harlem and inspire its young athletes. “Curry brand and Sesame Street, we preach the same message,” says the basketball star. The three-time NBA champion and two-time league MVP adds, “It’s about supporting all kids, especially those in under-served communities who are looking for an opportunity to be their best selves.”
The Curry Brand’s “Street Pack” includes the “Count It” colour way, paying homage to Count von Count with a shiny tongue tab reflecting the satin exterior of his cap and the shoes’ interior matching the cape’s colourful lining. Meanwhile, “Talking Trash” is based on Oscar the Grouch, featuring a metallic tongue tab in a nod to the trash can, while the tongue tab on the Cookie Monster’s “Taking Cookies” shoe features a fuzzy, fur-like feel.
“This collection is an opportunity for people to use their imaginations a little bit,” says Curry. “You can really show your personality through the way that you play. I love to be creative on the court, try new things and show different sides of myself. The Sesame Street characters prove that everybody belongs in the world of play.”
The first two releases in Curry Brand’s Sesame Street collection will be the “Count It” and “Play Big” colourways, in celebration of Count von Count and Big Bird. Dropping in Australia on January 14 for $220, you can find out more and purchase the new designs at the official Under Armour website here.
