Armour partners with NBA legend, Stephen Curry, and Sesame Street to create
Curry Flow 9 – a collection of footwear meant to inspire young athletes.
It combines the playful humour of the fun, colourful muppets, their values of
diversity and inclusivity and Under Armour’s dedication to innovative sporting
technology. The collection is available for purchase online.
SINGAPORE – Media
Outreach – 14 January 2022 – The Curry Brand – a subset company of
Under Armour – was launched by Stephen Curry. The Curry
Flow 9 basketball shoe range and its seven colourways celebrate the Sesame Street characters and how they
make all kids feel like they belong. By working with Sesame Workshop, the
non-profit educational organisation of
Sesame Street, Curry aims to support and send an empowering message to
young people, whilst invigorating communities.
Curry Brand Empowering Youth With Sesame Street
The Curry Brand’s Sesame Street partnership is an extension of its efforts to support
underserved communities and neighbourhoods that celebrate the culture of
basketball. Curry, a father of three, is dedicated to attending to the needs of
youth across America.
“Curry Brand and Sesame Street, we preach the same
message,” says Curry, a three-time NBA champion and two-time league MVP. “It’s
about supporting all kids, especially those in underserved communities who are
looking for an opportunity to be their best selves.”
American educational children’s television programme, features muppets and
human guest stars in its sketch comedy and puppetry shows. Premiered in 1969,
and now a global institution, it fits perfectly with the values of the Curry
Brand. Both celebrate young kids, spurring them on and inspiring them.
“We love the way the Curry
Brand promotes healthy, active lifestyles, and teamwork,” says Gabriela Arenas,
vice president of global licensing at Sesame Workshop. “It’s been so much fun
combining Curry Brand’s commitment to play and Under Armour’s innovation
technology with Sesame Street‘s
iconic characters in this vibrant and playful collaboration with
“Street Pack” Inspired by the Colourful
Curry Brand’s “Street Pack” includes seven colorways based on Sesame Street‘s indelible characters,
who are celebrated with unique markings on the shoe’s tongue tab and a
hint-of-character flag near the heel. The classic Sesame Street sign is also featured on the sock liner.
It” colorway, for example, brings to life Count von Count, with the shiny
tongue tab reflecting the satin exterior of The Count’s cape and the shoe’s
interior matching the cape’s colorful lining. “Talking Trash,” based on Oscar
the Grouch, has a metallic tongue tab as a nod to the trash can, while the
tongue tab on Cookie Monster’s “Taking Cookies” and other shoe tabs feature a
fuzzy, fur-like feel.
“This collection is an opportunity for people to use their
imaginations a little bit,” Curry says. “You can really show your personality
through the way that you play. I love to be creative on the court, try new
things, and show different sides of myself. The Sesame Street characters prove that everybody belongs in the world
Under Armour’s Boundary-Pushing Footwear
Flow 9 features a revolutionary cushioning platform, UA Flow,
that eliminates the rubber outsole – providing better grip and support for
its wearer. This midsole technology is the brainchild of Footwear Innovation
Team in Portland, Oregon and leading material science companies. Along with UA Warp, a groundbreaking upper technology that moulds to feet,
this basketball shoe is one that offers traction, comfort, cushioning,
lightweight performance and court feel – and is set to shake up the sports
Browse our Curry Flow 9 collection and find the Sesame Street colourway that fits you best.