Under Armour has unveiled its latest version of a shoe endorsed by Stephen Curry, its most important spokesman, on Friday.
The first colorway of the shoe, called the Dub Nation Heritage, in Warriors blue and yellow, will be on sale on Tuesday for $140.
The shoe is made with material found in parachutes that the company is calling Threadborne, a term Under Armour filed to trademark this summer.
As Curry has performed on the court, with back-to-back MVPs and two Finals appearances, one resulting in a championship, Under Armour has gained more confidence in what consumers are willing to pay.
The first Curry shoe, which came out in February 2015, cost $120 a pair. The Curry Two, which hit in October 2015, was raised to $130. The Curry 2.5, released in May, reached $135.
Through Curry, Under Armour finally hit its stride in Year 10 of its footwear division, as shoes now make up a quarter of its $5 billion in annual sales.
If Under Armour executives learned any lesson from being in the footwear space, it was that every shoe counts. A white low-cut version of the Curry Two "Chef" shoes that came out this summer was ripped for its plainness and trended on social media.