By now you've seen the shoes, heard the jokes and watched almost every single human with Internet access roast the Curry 2 Low "Chef" into oblivion. The all-white low top iterations of Stephen Curry's second signature sneaker have been dragged up and down the digital highway of social media, and in most people's opinion, for good reason. They're so bland, so lacking in creativity that isn't hard to understand why the good people of the Web have had such an easy time laughing at them.
But we here at View From The Terminal want the facts, and we always strive for the truth. Sure, the Chef 2s look awful, but are they really as trash as everyone says they are? Are we just sheep following the herd and missing out on a totally acceptable shoe? We decided to speak with Brett Goliff, a former designer at New Balance and current Color and Trim Lead Designer for Chevrolet to get some insight into whether these Curry 2s are indeed a total dumpster fire.
VFTT: Alright, Brett. Give it to me straight. What happened here, and who's fault is it?
Brett Goliff: Is it Steph Curry's fault his all white Curry 2s are disgusting and look like they should be straight off the shelf Kohl's edition? Yes, because I don't like him and what he did to my infamous Chicago Bulls' single-season record. But all personal emotions aside, no, because it wasn't his choice. This is straight up Under Armour's fault.
Ok, so the shoe is indeed awful. Where did Under Armour go wrong?
BG: I have no inside knowledge, but being apart of the footwear industry for so long and knowing how it works, this was likely a PLM (Product Line Manager) or a marketing choice far more then it was Steph's. And the worst part is, I promise you the decision wasn't to make a "trendy" all-white pair we have been seeing for the past few years. The decision was likely made based off of old school ways of creating a shoe line. That's why the UA logo is silver and not white, because that's how it was done in the past.
In the past the summer meant a low. Players wore them for camps and therefore needed colorways that were not dark and were simple for the summer playing season. So every brand, Nike, Jordan, adidas, Converse, etc. created all white lows for the summer. Which quickly meant their top tier shoes became coaches shoes, "because they could wear it with any outfit". Basically, they wore them with excessively high non-elite white Hanes socks that made their calves become muffin tops because they were so tight.
Some of the most memorable all-white shoes (not just lows) that shifted the paradigm as to what an all-white shoe could be was the Jordan XI low, both original in 1996 and the retro XI White/Zen Grey in 2001. The all-white Air Up Tempo from 1996 was amazing. But that is referencing shoes nearly 20 years ago, so this trend is so far gone.
So despite having arguably the most marketable star in the NBA, Under Armour is still living the past?
BG: The summer shoe doesn't exist anymore because the sport has become a 365 day run. So marketing a white low for the summer season is just out of touch. If you are going to do an all white low it needs to be a material play that gives it some drama to make it look unique. Think the Kobe IX Elite Beethoven.
So all the flack Steph Curry has been getting shouldn't come down to him but will because he is the face of the brand. Behind doors he should be screaming at Kevin Plank to get him a team that isn't still marketing their line like it is 1996.
You can follow Brett Goliff on Twitter @bgoliff