Oh, we of little faith.
We roasted, flambéed and lambasted Stephen Curry’s new Under Armour sneakers. We cast all manner of aspersions on the Curry Two Lows, the “Chef Currys,” the “Let Me Speak To Your Manager 8s.” We refused to listen to the two-time reigning NBA Most Valuable Player when he proclaimed the kicks “straight fire,” and laughed when Hannibal Buress and Crocs teamed up to give the Chef Currys a two-piece and a biscuit.
Well, as it turns out, an awful lot of people disagreed.
 | @darrenrovell | |
BREAKING: Under Armour says it SOLD OUT of its online allotment of the much criticized "Chef" Curry Twos pic.twitter.com/5BkZ8Kxsqs
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Sure enough, when you check out Under Armour’s website, you can find a handful of available colorways of the Curry Two Low … but not the white joints that had the Internet cracking up and, apparently, had more than just theoretical emergency-room nurses and comfort-seeking dads ready to fork over the cash. Call ’em the Forrest Gump 12s all you want. Steph and Under Armour, apparently, will take that and keep running all the way to the bank.
Sneakerheads might not be into Steph, but clearly, plenty of folks are … including, it seems, rappers Earl Sweatshirt and Chance the Rapper:
 | @earlxsweat | |
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We on! Just signed @chancetherapper to a lifetime deal with UA. Thanks to a collective effort from myself and @stephencurry30 and the UA brand house in Chicago, it was rather easy! Lol and he's feeling the #ChefCurry low! #Chance3
There might be another explanation for the surge in sales: maybe kids just dig ’em. From Omari Sankofa of Sports Illustrated:
Curry, like Under Armour, is establishing himself as a brand name. Sole Collector Editor in Chief Gerald Flores said that Curry’s shoes have been a hit with a demographic that isn’t represented on the Twittersphere — children.
“When you think about where those memes start, they’re coming from people who grew up in that generation in the 90s where, the thing about Under Armour is that it’s only been in footwear for what, like five years? Six years or so?” Flores said. “They sell well because they resonate with kids rather than someone older than like, probably 18 or 20 years old because I feel like Curry’s fan base is more of the younger generation.”
In June, Under Armour marketing executive Kris Stone told ESPN’s Darren Rovell that the demand is bigger than the supply for kids’ sizes of Curry’s shoes.
“We’re making them in infant for the Curry Threes next year,” Stone told ESPN.
Maybe this shouldn’t really surprise us. After all, the lesson of this NBA summer seems to be that even when Steph and the Warriors lose, they wind up winning. Time to strap on them Chefs and do a little celebratin’, Steph. Sing your song and do your dance.
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