Under Armour Is Desperately Trying to Save Itself from Steph Curry's Seinfeld Shoes

The brand even hired back an old designer.

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Under Armour has been getting a lot of things right recently. Its roster of athletes includes MVPs from pretty much every major league—plus numerous top performers in individual sports—and it recently eclipsed Adidas as the second-largest sportswear brand in the States. $4 billion in revenues in 2015. That's not bad! You know what is bad, though? The newest signature sneaker for the man who's worth a reported $14 billion to UA: Steph Curry. 

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The Curry 2 Low "Chef" just dropped, and the internet isn't exactly down with the chunky silhouette and downright basic looks of the all-white model. It's basically a Seinfeld shoe: 

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Or maybe it's just the sort of thing your great uncle Mort would wear to take a brisk stroll around the mall:

Either way, it's tragic. Curry is the number one guy in the most fashionable league in professional sports. His shoes should reflect that (especially when you consider the long and venerable tradition of great-looking basketball shoes like, oh, I dunno...Air Jordans). 

Maybe that's why Under Armour just announced that it has rehired designer Dave Dombrow—who was behind Curry's earlier (and wildly popular) signature sneakers—after he briefly departed to work with Nike. 

But here's the thing: Previous Curry releases weren't exactly stylish lifestyle sneakers, either. On-the-court chops are crucial, but as UA becomes a bigger player in a world where a sneaker's looks are at least as important as its performance, maybe it's time to bring in some folks who know how to design for guys who spend more time on the street than in the paint. 

Or just keep making dad shoes. Your call, Under Armour. 

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