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Under Armour's Curry 4 may become the most important sneaker of Stephen Curry's lifetime. And, no, that statement isn't just a boiled-over pot of hyperbole.

The up-and-down ride of Curry's footwear line since its origins in 2015 is unlike that of any other marquee athlete today. The Golden State Warriors guard originally created a sonic boom of sales for Under Armour, which included a 754 percent increase in the second quarter of 2015 alone during his initial post-Nike run.

Sustainability became difficult as the shoe lost its way designwise, saw a price increase and the Warriors' dynamic changed—hello, blown 3-1 series lead and Kevin Durant.

It all culminated when the Curry 3 struggled to move units, forcing Under Armour CEO Kevin Plank to publicly address the situation, as ESPN's Darren Rovell reported.

"As we launched the Curry 3 late last year, our expectations continued to run high. And while the 3 played very well on court for Stephen Curry and our athletes, a sluggish signature market and a warm consumer reception led to softer-than-expected results," Plank explained.



Where would UA turn to? Was Curry's run near the top of sneaker stardom over before it ever got going?

Enter the Curry 4.

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We first saw these kicks tagged to Curry's feet during Game 1 of the 2017 NBA Finals. Glossed over with a velvet white coating and dressed up with a translucent blue sole, the unnamed iteration of Curry's sneaker line immediately drew the admiration of consumers. Under Armour had a little swagger back in its tank.

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Aesthetically, the Curry 4 took a hoverboard ride (a la Back to the Future Part II) forward from the 3's clunky look. Nice Kicks' Nick DePaula revealed this updated version was constructed with a knit upper, 360 bonded taping and UA's full-length speed plate. It's a tech-forward Mona Lisa.

Without a set manufacturer's release date or overexposure, the Curry 4 has already caught the eye of outside sneaker influencers. Designer John Geiger shared an Instagram picture of a sample pair he received. This Curry 4 mid, dipped in a shade of octane yellow picked up 17,700 likes.

Geiger called the upcoming mid-top version of Curry's shoe "the best basketball shoe on the market."

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Geiger, a prominent sneaker designer known for his own empowering aesthetics, believes in the shoe. "With how Curry's career is going and him getting better-looking shoes each year, these ones just caught my eye differently," he told B/R Kicks.

Athletic sneakers are in a weird place right now. With Adidas surpassing Jordan Brand as the No. 2 United States footwear brand, per Matt Powell of the NPD Group, and ongoing questions surrounding Nike's grip on the industry, as Benzinga's Jayson Derrick scribed, the door is wide-open for Curry's signature line to breakthrough.

"I wish these were on the market when I played. They just have less branding and more material plays on them. That's why I'm a fan of this shoe," Geiger mentioned.

As we creep closer to the start of the 2017-18 NBA season, the crescendo of hype has continued to build. It's almost too good to be true. Aside from the cultural vibes the Curry 4 has picked up on, its arrival also comes at a time when everyone is gunning for the defending NBA champion Warriors.

The Western Conference remains a platform for hoopla and carnage. With the Houston Rockets adding Chris Paul, the San Antonio Spurs being their usual productive selves and the addition of a shiny new Big Three in Oklahoma City, the Warriors' road to the Finals is cluttered with competition—not to mention what's going on in the East.

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Curry has a genuine opportunity to build on his personal legend by guiding Golden State back to the Finals behind MVP-level play and a propensity for trifectas. The Curry 4, and all corresponding versions of the silhouette, will go along for the ride, becoming the most important shoe he's ever worn.

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Like the Air Jordan XII "Flu Game," or LeBron James' Nike Air Zoom Generation—two sneakers defined by a performance—the Curry 4 has all the ingredients needed to shake up the industry. From designer co-signs to a penetrable marketplace, there hasn't been a better opportunity than right now.

Let it be known loud and clear: Under Armour's Curry 4 will be Curry's defining sneaker.

All quotes obtained firsthand unless noted otherwise.