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After disappointing Curry 3 sales, Under Armour hoping NBA finals will elevate Curry 4

In April, Under Armour CEO Kevin Plank was candid about sales of the latest signature shoe the company created for Golden State Warriors superstar Stephen Curry.

"While the 3 played very well on court for Stephen Curry and our athletes, a sluggish signature market and a warm consumer reception led to softer-than-expected results," Plank said then during an earnings call. "This has created an inventory imbalance that we are working through. "

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The Baltimore brand is trying to turn the page. Curry's Warriors, who lost last season's NBA finals to the Cleveland Cavaliers after blowing a 3-1 lead, are on the verge of capturing their second title in three seasons.

The finals series, which the Warriors could clinch Friday night, is a second chance of sorts not only for Curry but for Under Armour.

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Curry has been providing fans peeks of the new shoe in the finals.

He's worn two Curry 4 colorways to date -- a gold-white pattern in the first two games and a black-white design in the third contest.

The shoes' look has generally been getting positive reviews, as has Curry's performance in the games.

Now there is some time built in for the shoes to generate buzz.

The Curry 4 won't retail until this fall in a low and a mid.


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