Under Armour launches deal with Steph Curry that rivals Jordan’s Nike deal



Warriors at Wizards 2/3/16

On Monday, Under Armour announced the launch of the “Curry” Brand with the one and only NBA star, Stephen Curry. Stephen Curry, which is a long time Under Armour athlete, is in a bid to get younger consumers to compete with Nike and its Jordan Brand.

The new Curry Brand, which launched two weeks ago on CurryBrand.com, features shoes and clothes for a big number of sports which includes basketball and golf. After a long period of time, the “Curry” Brand will expand to more categories which includes running, women’s clothes, shoes, etc. Basketball footwear will all be available on December 11, 2020. 


“We wanted to make sure we did this as close as possible to the NBA season finally launching… and the fact that we’re launching in between Black Friday and the holidays we think is very opportune,” The Under Armour Chief Executive Patrik Frisk told the CNBC in an interview.


Curry, the point guard for the Golden State Warriors, signed with the Under Armour brand in 2013. Stephen Curry has won three championships in the NBA while on the team. At just 31 years old, sports analysts called him the greatest shooter in NBA history, with his jersey always being a top seller.


The Curry Brand could help Under Armour gain momentum against all of its rivals, especially with the younger consumers, where it lost its ground.


  Nike has managed to get the No.1 spot as the most favorite apparel brand among teens for a decade. For about a year, Under Armour had been the No.1 on a list of brands “no longer worn” by teens.


Nike is No.1 in footwear as well, while Under Armour dropped from ninth place to eleventh place.

Nike has grown its Jordan Brand , which was created for the former NBA star Michael Jordan, to bring more than $3.5 billion annually, also reaching young and old consumers. Recently, Nike has been focusing more on expanding their Jordan brand to reach more women.


The Curry Brand will start in Oakland, California and will work with the Oakland Unified School District to launch basketball at each middle school in that district. It will also partner with a nonprofit organization.

“What we want to try to do is change the game for good. And that’s how Stephen is thinking about it, and we truly believe that is an opportunity for us,” Frisk said. “So it goes beyond the actual sale of product. But, the sales of product are important because we’re going to take the part of the sales and actually invest that back into this program.”


“It’s a new way for us to think about how we financially can drive an initiative, and we think that’s also an exciting business model going forward,” he said.