Curry, Jordan release sneakers during All-Star Weekend festivities

The marketing machines for Under Armour and Nike have descended upon Charlotte this weekend as the city will play host to the 2019 NBA All-Star Game on Sunday night.

NBA star and Charlotte native Stephen Curry debuts the Under Armour Coy Fish Curry 6, the company said in a statement. He will wear them for the first time during Sunday night's All-Star game.

The sneaker is said to have been developed based on a prank Curry pulled on his 21st birthday while in college at Davidson. Curry, known as a prankster, jumped into a koi fish pond at a Japanese restaurant. He was disciplined after his coaching staff was sent video of the incident.

Fun Fact: @stephencurry30 is a savage prankster. The All-Star Weekend #Curry6 represents his mischievous side. #RuinTheGame in the “Coy Fish” colorway this Friday. 🐠 #WEWILL

The shoe will be available for purchase on Friday and retails at $130.

While Curry and Under Armour have struggled at times with the marketing and development of his sneakers, the six-time All-Star has a contract with UA that reportedly could be worth north of $14 billion, which includes an equitty stake in the company.

Meanwhile Nike and Jordan Brand have taken over the entire Mint Museum for a variety of events, including the launch of a new "Black Infrared" version of Jordan's iconic Air Jordan VI.

The sneaker design is inspired in part by the City of Charlotte.

Other retail-inspired events taking place this weekend include New Era's pop-up shop where you can customize your own version of the company's official NBA All-Star weekend fitted cap. The shop is located at the New Gallery of Modern Art and fans will be able to customize headware and apparel.