Sold-Out Curry MVP Shoe Price Doubles Online

Under Armour MVP.
The Under Armour Curry One MVP.
Courtesy of brand.

The Golden State Warriors’ victory over the Cleveland Cavaliers last night brought the series to 3-2 — and the win might be reigning MVP Stephen Curry’s second victory of the weekend.

The Golden State Warrior’s leading man saw the MVP edition of his Curry One signature shoe sell out within hours of its release on Saturday, June 13, and now the shoe is seeing a substantial resell hike across e-commerce platforms.

Just 25 minutes after posting a photo of the shoe on Twitter and inviting fans to “grab the UA Curry One MVP” on its website, Finish Line Inc. had to quickly follow up with another tweet letting consumers know the shoe was “officially sold out.”

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2 years
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Kenneth
2 years
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The MVP shoe — which features a black-to-white gradient pattern on the upper with a gold Under Armour logo on the side and the Curry logo on the tongue — is the first of two new Curry One releases. Both shoes were set to retail for $120, but the now sold-out MVP is making the rounds on eBay for prices north of $340.

The shoes’ sold-out status and ramped-up resell prices, experts say, may be slightly misleading in terms of overall Curry One demand and its relation to the basketball star’s rise in popularity during the NBA Finals. Insiders point to the fact that other Curry One offerings, such as the Home and Candy Reign, are still available on Under Armour’s website.

“The resale price on a shoe usually has more to do with scarcity than on-court performance,” explained Matt Powell, a sports-industry analyst with NPD Group.

The next Curry One release, Father to Son, drops on June 20, and if the response is akin to that of the MVP, sneakerheads who don’t snap up the shoe right away could end up spending double the money.

Powell is skeptical, however, that a Golden State victory would have a long-term impact on the shoes’ sales.

“Certainly, if the Warriors defeat Cleveland, it will be great for Curry’s image, but I do not expect a direct impact on shoe sales,” said Powell. “Great product is more important than what happens on the court.”