How Under Armour profited from social-media controversy

This event report outlines how Under Armour, the sporting goods group, turned American social-media controversy surrounding its "Chef" Curry sneakers into a profitable moment for the brand.

How Under Armour profited from social-media controversy

Geoffrey PrecourtWarc

In June 2016, Under Armour launched an all-white pair of sneakers – known as "Chef Curry 2" – to promote its affiliation with basketball star Steph Curry during the final round of the NBA playoffs.

The unexpected result was an immediate, and vociferous, backlash across social media, as consumers rushed online to mock the new product's dull color palate, its sturdy heel and its seemingly fusty design credentials. The ridicule even spread to the mainstream media, a trend epitomized by a segment, lasting several minutes, on "The Late Show with...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands