Ten years after now-four-time NBA champion Stephen Curry Signed his first deal with Under Armour Inc (NYSE:UA), the two pirates announced an expansion of their partnership.
The Golden State Warriors superstar is stepping into the role of president of Curry Brand, his signature line of shoes and apparel.
Since 2013, Curry has helped Under Armour deliver unique product launches and offered insides on technologies such as UA Charged, UA HOVR, UA Warp and UA Flow. With the launch of the Curry Flow 10 last fall, he became the first Under Armour athlete, and the ninth athlete ever, to release ten signature shoes as part of his product line.
In the expanded partnership, Curry and Under Armour will drive product innovations in the basketball, golf, women, youth, and sportstyle categories, the company said. Curry will also take on a broad advisory role to strengthen brand love and grow the company’s roster of athletes.
"Stephen is one of the greatest talents of our generation," said Kevin Plank, Under Armour executive chair and brand chief. "He is an integral part of the Under Armour family, and we are excited and inspired by this next stage in our partnership. At his core, Stephen embodies what it means to be an Under Armour athlete, and we feel fortunate to take the next step with him in continuing to empower those who strive for more, together."
The partnership also includes increased funding for community impact efforts. Since Curry Brand launched in 2020, it and Under Armour have refurbished ten courts, trained 2,500 coaches, supported 77 programs, and impacted more than 72,000 youth athletes, the company said.
"If the past ten years have shown me anything, it's that Under Armour and I can build great things together," Curry said. "It's all about impacting athletes and creating products that perform and resonate with them, and Under Armour does it best. In 2013, Under Armour bet on me and I bet on them, and I'm all in on taking this next step together."
Shares of Under Armour improved 1% Thursday morning to $8.44.
Contact Andrew Kessel at andrew.kessel@proactiveinvestors.com
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