Basketball and sportswear go hand-in-hand. The partnerships that different players have with sports brands can make or break their careers both on and off the court. Some of these partnerships grow stronger, while some wear off with time. But when it comes to Stephen Curry, the four-time NBA Champion and two-time league MVP, his partnership with Under Armour has only grown stronger each year. With his recent contract extension with the brand and the establishment of his sub-label, Curry’s collaborations with Under Armour have transcended beyond his sneakers, making it more than just another celebrity collaboration.
Steph Curry playing on court while wearing his signature Under Armour sneaker (image by: Golden State of Mind)
Curry’s partnership with Under Armour began in 2013 when the American sportswear brand offered him a contract worth a reported $4 million per year. This deal made Curry Under Armour’s premier athlete in the basketball category. Curry left his previous deal with Nike for Under Armour, citing his belief in the company’s potential for growth and its ability to build a successful brand. At the time, Under Armour wasn’t a major player in the basketball shoe market, with Nike and adidas dominating the industry. Transitioning from a goliath like Nike to a smaller brand was a major gamble for Curry, going against the norm and building a unique path for himself.
However, that all began to change when Curry released his first signature sneaker, the Under Armour Curry One in 2015. In that same year, Curry won his first NBA Championship while wearing his signature UA sneaker, which helped it become a massive hit with basketball fans. With a mix of Curry’s popularity within the league and winning the NBA Championship, the Curry One sneaker saw great success for Under Armour’s basketball market, as it sold out almost instantly and became the company’s top-selling basketball sneaker. As stated by Seeking Alpha analyst, Nicholas Vidger, “These first six months of 2015, the stock price has risen approximately 27%, versus a 15% rise in the last six months of 2014. Coincidentally (or not), these last six months have seen Stephen Curry become the MVP and lead his team to a league-best 67 wins and an NBA championship.”
Since his debut sneaker, Stephen Curry has put on a show while wearing his Under Armour sneakers throughout his tenure with the Golden State Warriors. Curry won back-to-back NBA championships in 2017 and 2018 while wearing the Curry 4 and Curry 5 models. These sneakers were designed to complement Curry’s unique style of play, which involves quick movements, precise cutting, and sharpshooting.
In 2020, Curry and UA’s partnership led to a new venture, the Curry Brand. The Curry Brand is a sub-label under Under Armour that is focused on empowering and inspiring the next generation through sports. The brand aims to provide resources and opportunities for young people to achieve their athletic potential and positively impact their communities. Furthermore, a percentage of the brand’s revenue will go to support education, including science, technology, engineering, and mathematics education initiatives. This venture has the potential to extend past Curry’s playing days and keep his legacy continuing through Under Armour.
Steph Curry sitting next to UA founder Kevin Plank as he signs his extended deal with Under Armour (image by: ESPN)
Recently, to cement his loyalty to his brand even more, Stephen Curry signed an extended contract with Under Armour that has the potential to be one of the richest endorsement deals in NBA history. This new contract will make Stephen Curry the president of Curry Brand and could bring him more revenue than his actual NBA contract, which, to ESPN reporter Nick DePaula, “will total more than $473 million through the 2025-26 season.” This contract extension is a testament to the trust and belief that Under Armour has in Curry and his ability to continue pushing the boundaries of the brand.
Stephen Curry and Under Armour’s partnership has been nothing short of remarkable. What began as a gamble for both Curry and Under Armour has led to a winning collaboration that has redefined the basketball shoe market. Curry’s popularity has strengthened Under Armour’s presence in the basketball category, making it a serious competitor in a market dominated by Nike and Adidas. Furthermore, the Curry Brand has provided a platform for Curry to give back to his community, which will undoubtedly have a positive impact for years to come. It’s safe to say that the future looks bright for Stephen Curry and Under Armour, and we can’t wait to see what they come up with next.
