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It’s been a long wait for the Under Armour Curry 3. Officially landing at retailers earlier this week and throughout the weekend, the shoe marks their third go-round with back-to-back NBA MVP, Steph Curry. But UA isn’t simply resting on their laurels and the crowning figure that helped the brand surge in popularity. No, they’re expanding in every direction possible, including lifestyle.

The Under Armour Primo juxtaposes premium leather and waxed canvas to evoke a modern contemporary aesthetic. They’ve retooled a familiar in-house model for cushioning and comfort, while equally keying in on monotone trends with foundational colorways in black, blue and grey.

Primo, which translates to First or Top Quality, follows the impressive new Under Armour Primo to retailers in early November. Take a closer look below and expect the shoe to retail for $150 at boutiques only including Social Status, Sneaker Politics, Concepts, and Bait.

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