Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.
October 15, 2021
Curry Brand by Under Armour is launching a seven-part footwear collection that brings the spirit of Sesame Street’s Muppets to the basketball court.
“Curry Brand and ‘Sesame Street,’ we preach the same message,” says Curry. “It’s about supporting all kids, especially those in underserved communities who are looking for an opportunity to be their best selves.”
Curry Brand’s “Street Pack” includes seven colorways based on “Sesame Street” characters, who are celebrated with markings on the shoe’s tongue tab and a hint-of-character flag near the heel. The classic “Sesame Street” sign is also featured on the sock liner.
“We love the way the Curry Brand promotes healthy, active lifestyles and teamwork,” says Gabriela Arenas, vice president, global licensing, Sesame Workshop. “It’s been so much fun combining Curry Brand’s commitment to play and Under Armour’s innovation technology with Sesame Street’s iconic characters in this vibrant and playful collaboration with multigenerational appeal.”
Colorways include “Count It,” which brings to life Count von Count with a shiny tongue tab reflecting the satin exterior of The Count’s cape and the shoe’s interior matching the cape’s lining. “Talking Trash,” based on Oscar the Grouch, has a metallic tongue tab as a nod to the trash can, while the tongue tab on Cookie Monster’s “Taking Cookies” and other shoe tabs feature a fuzzy, fur-like feel.
“This collection is an opportunity for people to use their imaginations a little bit,” says Curry. “You can really show your personality through the way that you play. I love to be creative on the court, try new things and show different sides of myself. The ‘Sesame Street’ characters prove that everybody belongs in the world of play.”
The Curry Flow 9 builds on the success of the Curry Flow 8.
“The hardest part was making sure we achieved a sense of depth and sophistication in our designs,” says Spencer Hawkins, senior footwear designer, Under Armour. “We didn't just say, ‘Elmo is red, so the whole shoe is red.’ We played with a lot of different tonalities of red, and we brought in hints of orange to represent the nose. Every single colorway is a unique story celebrating not only the unique physical attributes of the characters but also what each character can teach us about building a better, more inclusive neighborhood.”
The first two releases in Curry Brand’s “Sesame Street” collection will be the “Count It” and “Play Big” colorways – in celebration of Count von Count and Big Bird – dropping in North America on Nov. 19. Additional “Street Pack” footwear colorways and apparel will be released in the ensuing months.
License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.
Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.
Subscribe for updates directly into your inbox.
You May Also Like
Fendi Launches Premium Chupa Chups Lollipop HolderFeb 26, 2024
Licensing International, Sports & Fitness Industry to Hold 2nd Annual SummitFeb 26, 2024
RHS, Radley Intro Horticulture-Inspired Handbags, AccessoriesFeb 26, 2024
Igloo Coolers Releases Special-Edition Looney Tunes Lunch BagFeb 26, 2024