#sub brands

: Curry Brand Curry Flow 8

Key Features: The Curry Flow 8 is outfitted with Under Armour's all-new cushioning platform, UA Flow, which provides unmatched traction. The upper of the sneaker features two layers that allow the foot to move more freely, all while remaining protected.

Release Date: December 11

Price: $160

Buy: currybrand.com and at UA Brand Houses and select retailers

Editor’s Notes: Just days after Under Armour announced Stephen Curry's new sub-brand, Curry Brand, we have an official look at the label's first shoe. The Curry Flow 8, as it's called, is Steph's eighth signature sneaker, and it is outfitted with Under Armour's groundbreaking new cushioning platform, UA Flow.

Featuring UA Flow, the Curry Flow 8 is being marketed as Under Armour's most technically innovative basketball shoe to date. UA Flow eliminates the need for a traditional rubber outsole, as the material provides enhanced traction, lightweight performance ground-contact cushioning, and grippy on-court feel.

“When we saw how sticky this material was on hardwood, we knew this was going to be groundbreaking,” said Fred Dojan, Under Armour Innovation’s VP of Footwear Development. “I’ve proudly spent 20+ years working in product innovation creating the best technology available for athletes. This is the most excited I’ve been about the opportunity and potential of new technology in a very long time.”

Under Armour spent more than three years developing UA Flow and the Curry Flow 8. The company ultimately reversed its design process from the standard of stability to flexibility, to flexibility to stability, to come up with the technology.

“We pushed so hard to make this happen," Curry said. "The UA team moved mountains to bring this innovation to life. I can't tell you how good this feels on my feet and I'm hyped to wear it for years to come."

Whereas most midsoles are made from two or three parts with outsoles made of rubber, UA Flow is crafted from a single “unisole” foam material. From there, structure and stability were added to the tooling to deliver a more holistic system.

UA Flow is intended to grip the court better, allowing players like Steph to stop and start on a dime.

“How I judge a shoe's traction has always been about the squeak. And I used to think squeak was a good thing," Steph stated. "The technology in Flow is crazy because it's silent, there is literally no squeak. And that's because there's no air between the shoe and the court. It's hands down the grippiest shoe I've ever worn; it's the real deal."

NOCTA is a direct reference to Drake's nocturnal creative process. To announce the collection, the Toronto rapper has penned a letter that delves into the spirit of the project.

Drake began the piece by expressing his profound affinity for Nike from an early age, being obsessed with everything Swoosh-related, including those who were endorsed by the sportswear brand.

"I remember watching all these athletes repping Nike — each doing the unthinkable — and how inspiring it was," he said. "I always felt like there was an opportunity for Nike to embrace an entertainer the same way they had athletes. I thought about how crazy it would have been and what it would have meant for an artist to have a flagship Nike deal."

More recently, musicians especially have been welcomed into the fold by various athletic companies. From Kanye West, Pharrell Williams, and Beyoncé at adidas, to Travis Scott and Drake at Nike, Rihanna and Big Sean at PUMA, the list goes on and on. Drake has entered rarified air, however, getting his own sub-label with the world's most reputable sportswear brand.

According to Champagne Papi, NOCTA is all about comfort and functionality, designed for those on the move.

"But as much as it’s about what we make, it’s also about a mindset: an unforgiving drive, a relentlessness. Characterized by the type who are on the road all day, all night — the grinders, the hard workers — trying to accomplish their goals and taking no short cuts," he added.

By drawing from the culture he grew up with, NOCTA is striving to make "the hardest jacket, the hardest tracksuit, the hardest gloves. Just the best of that world," Drake proclaimed.

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