Stephen Curry and Under Armour Deepen Relationship: What It Means for the Brand
Stephen Curry and Under Armour have just announced a major development in their relationship. In the 10 years since they first teamed up, Curry has become President of the Curry Brand and will work to grow both that brand and the larger Under Armour business. Although much of the product over the past decade has been focused on sneakers, the Curry Brand now offers footwear and apparel in the basketball, training, and golf categories.
The next phase of the partnership will focus on new and existing categories across a variety of sports, from basketball and golf to women’s wear, youth, and sportswear products. The 35-year-old Golden State Warriors point guard will also serve in an advisory role for the company that will include marketing the brand as a whole and expanding the Under Armour athlete roster.
Although terms were not disclosed, this new agreement could be one of the richest endorsement deals in sports, once annual base pay, stock equity, royalties on signature products, and on-court incentive bonuses are tallied, according to ESPN. The new deal can exceed what he makes from the NBA, a deal that will pay him more than $473 million through the 2025-2026 season, the network said.
The Curry Brand, which launched in 2020, has already worked with Under Armour to refurbish 10 courts, train 2,500 coaches, support 77 programs, and impact more than 72,000 young athletes. The goal is to renovate 20 safe places to play, train 15,000 coaches, and support 125 programs to impact 100,000 youth by 2025.
“We share a vision for a big future ahead,” said Curry. “It’s all about impacting athletes and creating products that perform and resonate with them.”
Under Armour and Curry have released ten signature shoes in the decade since the partnership began, each with a design nod to memorable moments in Curry’s NBA career. The Curry Flow 10, which was released this past fall, marked a milestone, making Curry only the ninth athlete in history—and Under Armour’s first—to release ten signature shoes.
In 2020, the two teamed up to introduce UA Flow, a cushioning technology used in both his signature line as well as other Under Armour footwear. In addition to product, the partnership includes increased funding for community impact efforts designed to create opportunities, access, and equity for the next generation of athletes.
The Curry Brand offers footwear and apparel in the basketball, training, and golf categories. What does this mean for the brand, and why is it significant? When athletes endorse a product, they are giving it their stamp of approval. And when an athlete of Stephen Curry’s stature endorses a brand, it can mean big bucks for the brand. Curry is one of the highest profile athletes on the Under Armour roster that includes Lindsay Vonn, Tom Brady, Jordan Spieth, and Dwayne “The Rock” Johnson.
But it’s more than just an endorsement deal. Curry’s involvement in the Curry Brand as president and his advisory role for the larger Under Armour company should give the brand a boost in credibility, performance, and innovation. Curry has a reputation as a hardworking, dedicated athlete who strives for excellence, and he will undoubtedly bring that same level of commitment to the Curry Brand and Under Armour.
What’s more, the partnership’s renewed focus on new and existing categories across a variety of sports, including women’s wear and youth, will bring more diversity to the products and customers of the brand. This will not only attract more customers but also increase brand loyalty.
Although the terms of the deal were not disclosed, the fact that Curry’s new agreement with Under Armour could be one of the richest endorsement deals in sports is a testament to the value that both parties see in this partnership. Curry has already proved himself as a valuable asset to Under Armour, and this new agreement is a show of confidence in their continued success together.
In conclusion, Stephen Curry’s continued partnership with Under Armour is a big win for the brand. It not only brings in more revenue but also increases the brand’s credibility, performance, and innovation. The Curry Brand’s renewed focus on new and existing categories across a variety of sports will bring more diversity to the products and customers and attract more customers and increase brand loyalty. Ultimately, this renewed partnership will benefit both parties and pave the way for a bright future ahead.
