“The Curry Flow 8, for me, has boosted so much of my confidence and my ability to be consistent out there on the floor, because I have no doubt that with any move I make, the traction is going to be there and I’m going to be able to change directions or stop at the drop of a dime.” said Stephen Curry. In fact, his three-point shooting has improved overall, as he is now taking more difficult three-point shots that come from an average eight inches deeper. He has become the league’s most efficient step-back three-point shooter, increasing his effective field goal percentage (EFG) for step-back threes by nearly 16 percent since 2015-16. He broke three scoring records in April 2021 alone, including passing Wilt Chamberlain to become the Warriors’ all-time leading scorer. This season, Curry has, in fact, gotten more shots off and driven to the basket more than he did during his unanimous MVP performance in 2015-16, according to Second Spectrum. “A person like Stephen really forces everybody around him to elevate their game, to get up to his standards – this included our team of scientists who worked with Stephen to really understand his performance needs,” said Paul Winsper, Under Armour’s VP of Human Performance. The brand not only needed to create a shoe that would meet his on-court performance needs, it also needed to be the pinnacle expression of how purpose powers product. I have to tell the greatest shooter who ever lived, over and over, ‘It’s not good enough.'”īut to support the best in the game, Under Armour had to be the best in the game. His long-time trainer Brandon Payne grapples with that level of impossible, saying “I have a tough job. Which for a headline-making basketball star like Stephen seemed an impossible task. Taking that bold challenge head on, the UA team worked tirelessly to create a product that would help make one of the best in the game – even better. “His ask and challenge was, ‘can you find me a second to get clear of a defender? If you can do that, I can get a shot off.’” “Stephen was very focused on what he needed in this product,” said Clay Dean, UA’s Chief Innovation Officer. As the first shoe to release under Curry Brand, powered by Under Armour, the Curry Flow 8 is the product of a shared focus on purpose, excellence, and innovation by both the NBA superstar who stuns on-court, and the Under Armour team that designs the gear to get him there. That one second is making all the difference for him this season. One second is what Stephen asked of Under Armour’s Innovation team for his next signature basketball shoe – and to three-time NBA Champion and MVP point guard, that’s what he needed to strive for more on the court. And giving more to the best shooter in the game – even if just in increments of an inch – can be the difference between a great season and a historic one. Stephen Curry knows the power of one second. In sport, the outcome of round-the-clock training, years of dedication, and countless repetitions can come down to a fraction of space or time – one more inch, or one more second.
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