Stephen Curry's new lifestyle sneaker garners negative reaction

Under Armour, just coming off the barrage of negativity surrounding the Curry Two Low "Chef" shoes, was bashed in social media circles again on Friday.

The latest culprit is the "Curry Lux," a higher-end shoe made with leather and suede that will launch in a New York City boutique for $150 on August 5.

"Inspiration was taken from the sleek, tailored aesthetic of Stephen off court, in fresh combinations of colors and finishes," Under Armour says in its news release. "The juxtaposition of premium materials and bold treatments create a look that is all Stephen."

Given that it's a boutique store placement, this is likely Under Armour testing the waters for more of a lifestyle shoe. It also means that the risk of people hating them isn't great because there's not much inventory.

Under Armour announced the shoe less than 15 hours after it revealed jerseys for Notre Dame, Wisconsin and Yale that were, for the most part, well-received. When you are a $5 billion company, you can't win them all.