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Under Armour to use drones to promote new Curry 4 shoes

Under Armour's latest signature basketball shoe, the Curry4, drops Saturday.
Under Armour's latest signature basketball shoe, the Curry4, drops Saturday. (Courtesy of Under Armour)

In the Instagram post, a drone flies low over a community, dangling a small shipment. “Curry4," reads the white lettering overlay. “Drone Drop.”

With the teaser video, Under Armour is giving special treatment to its release of a new colorway of Stephen Curry’s latest basketball shoe.

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The company said it is inviting Bay Area fans to engage in a scavenger hunt on Saturday to find locations where autographed pairs of the latest Curry 4 are being delivered via drone. It’s putting details on @UABasketball.

“Starting with a map of the Bay Area, fans can zoom and pan across this interactive scavenger hunt to find hidden drop sites,” Under Armour said in a news release.

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The new Curry 4 — widely available Saturday — is called the “More Dub” and is meant to honor fans of Curry’s team, the Golden State Warriors.

Curry debuted the Curry 4 during last season’s NBA finals. Under Armour is trying to turn the page following disappointing sales of the Curry 3.

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