In a new Morning Consult survey, about 2 in 5 individuals who buy athletic apparel, sneakers and streetwear “often” or “sometimes” said they would be interested in a brand built around Curry, putting him behind Jordan, late Nike endorser Kobe Bryant and Swoosh-wearing LeBron James as potential figureheads, but ahead of several of his prominent NBA contemporaries and an array of well-known athletes from other sports.
Fourteen percent of U.S. adults said they often purchase athletic apparel, sneakers or streetwear. Of that group, nearly 40 percent were between the ages of 18-34 and about 60 percent were male. In addition, 40 percent of those who often buy sportswear considered themselves “athletes.”
Among self-identified “sneaker enthusiasts” -- the group least likely to balk at the $160 price tag for the Flow 8s -- 51 percent of respondents said they’d be interested in a Curry brand, including 22 percent who said they’d be “very” interested. Thirty percent of Gen Zers and millennials said they consider themselves sneaker enthusiasts. Jordan, Bryant and James all scored at least 10 percentage points higher than Curry, while Nike-sponsored hoopster Kevin Durant and tennis star Serena Williams were both within the margin of error.
A key component of the Curry Brand launch has been an emphasis on philanthropy, with Under Armour touting that a portion of the label’s annual revenue will be used to create opportunities for basketball participation in under-resourced communities. Sixty percent of those who said they buy sportswear often said it is important to them that products they purchase are connected to a social cause or movement.
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