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Under Armour made headlines when Steph Curry signed with the brand. Curry’s line continues to be one of the most popular lines in the NBA, and just released his sixth signature sneaker.
Curry is one of the most popular players in the NBA because kids seems to relate with him well. His sneaker line was the fourth best selling in the NBA in 2017 because of his reputation. Under Armour hit a home run with their star, but they still fall way behind other brands currently.
Besides Curry, Under Armour doesn’t have any other signature athletes with their brand. That hurts their sales, and they can’t continue to rely on one player. Nike is top dog in the sneaker world largely thanks to Lebron James, Kyrie Irving, and Kevin Durant. Adidas is thriving with James Harden and Damian Lillard. Jordan Brand, Puma, Peak, and Li-Ning also provide competition. So how can Under Armour separate themselves and try to catch Adidas and Nike? There’s one simple solution: sign a new signature athlete.
Add a new Signature Athlete
Risks must be taken to make progress, and Under Armour’s seemed fine with the one risk they took with Curry. Adding to the Under Armour team with another signature NBA player would grow the brand’s presence in the league. They could also sign a WNBA player as well, where the sneaker culture is exploding. Who should the next signature athlete be for Under Armour? Here are four players they should consider.
Luka Doncic: Dallas Mavericks rookie is already becoming a star. Currently signed with Nike, but would be a huge steal.
Dennis Smith Jr.: Also with the Dallas Mavericks. Smith’s dunks will make your jaw drop, and is already signed with Under Armour.
Joel Embiid: New addition to Under Armour from the Philadelphia 76ers. Embiid isn’t afraid to speak his mind, and could give Under Armour another polarizing personality.
Andrew Wiggins: Wiggins recently became a sneaker free agent, though he’s been wearing mostly Nike’s lately. A signature shoe could lure him over to Under Armour.
It’s quite simple, if Under Armour wants to stay relevant in the NBA, they cannot put all of the weight on Steph Curry. His line is popular, but growth won’t happen if the brand sits still. Adding a new signature athlete will help, and could spark growth within the company as well.