How Under Armour profited from social-media controversy
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...