Stephen Curry’s Unfiltered Approach to Sneaker Design: How the Curry 12 Took Shape
October 11, 2024
When it comes to designing his signature sneakers, Stephen Curry doesn’t hold back on his opinions. The Golden State Warriors star is known for his meticulous attention to detail, and early in the development of the Curry 12, he made it clear that he has a distinct vision for what he wants to put on his feet. Sometimes, he doesn’t even need words to get his point across.
Under Armour’s senior footwear designer, Ed Wallace, experienced this firsthand when he presented Curry with a series of design mock-ups for the Curry 12. Armed with an orange Sharpie, Curry quickly began to cross out the options he didn’t like, and when he finally found a concept that resonated with him, he simply drew a single smiley face.
“There was only one smiley face on the page,” Wallace recalls. “So, I knew that I was going down that path.”
Curry’s unconventional feedback might seem simplistic, but it’s rooted in his deep understanding of what he needs from his footwear—both in terms of performance and aesthetic. His quick dismissal of certain designs and enthusiastic approval of others helps streamline the development process, ensuring that every iteration of his signature sneaker line is better than the last.
For the Curry 12, Curry’s feedback played a pivotal role in shaping the final product. He emphasized a need for enhanced stability and responsiveness, resulting in the introduction of the new Flow Adapt technology, which combines lightweight cushioning with a more rigid structure to support his dynamic playstyle. The Curry 12 also features an updated traction pattern that was inspired by the single design concept Curry approved during that early meeting.
Wallace explains that working with Curry is unlike collaborating with other athletes. “Steph doesn’t just look at a shoe and say if it’s cool or not. He thinks about how it’s going to perform, how it’s going to feel, and how it represents him on and off the court. His feedback is always precise and meaningful.”
Curry’s involvement goes beyond initial design concepts; he’s engaged throughout the entire process, from choosing materials to testing prototypes on the court. His unfiltered approach, marked by decisive marks of approval—or disapproval—ensures that the final product is a true reflection of his needs and personality.
The Curry 12’s final design is a testament to this collaborative process. The shoe’s sleek silhouette, responsive cushioning, and refined traction pattern were all influenced by that single smiley face Curry drew on the mock-up sheet. It’s a shoe that’s not just built to perform at the highest level but also embodies Curry’s playful, yet determined spirit.
For Under Armour, working with an athlete like Curry—who knows exactly what he wants—presents a unique challenge, but it’s one that results in footwear that truly stands out in a crowded market. The Curry 12 isn’t just another shoe; it’s a product of Curry’s vision, expressed as clearly as a smiley face on a page.
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