Stephen Curry Enhances Role With Under Armour: ‘Build Great Things Together’
Thursday, March 30, 2023 at 08:25PM By Barry Janoff
March 30, 2023: Stephen Curry, who has been aligned with Under Armour since 2013 and launched Curry Brand in 2020, today had his role with the company expanded and extended to his post-NBA playing career.
The partnership now includes Curry taking the title “president of Curry Brand” and also getting what was called a “broad advisory role where his sphere of impact will strengthen brand love, recruitment, and present opportunities across categories to reach and expand Under Armour's athlete roster.”
In addition, Under Armour said the enhanced partnership includes “increased funding for community impact efforts — creating opportunity, access, and equity for the next generation of athletes.”
According to Under Armour, “The enhanced partnership is designed to capture market share, fuel business growth and create new business opportunities on a global basis.
“This next chapter of the partnership will build upon the success and accomplishments from the past decade to continue driving product solutions and innovation, impacting communities across the globe, and growing Under Armour and Curry Brand together.”
“Stephen is one of the greatest talents of our generation," Kevin Plank (pictured below), Under Armour executive chair and brand chief, said via the company of the Golden State Warriors four-time NBA champion.
“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. He is an integral part of the Under Armour family, and we are excited and inspired by this next stage in our partnership.”
Just over two years after its launch, Under Armour said it has worked with Curry and Curry Brand to “refurbish ten courts, train 2,500 coaches, support 77 programs and impact more than 72,000 youth athletes — more than halfway to the goal of renovating 20 safe places to play, training 15,000 coaches and supporting 125 programs to impact 100,000 youth by 2025.” 
In this next phase of the partnership, Under Armour and Curry said they would “will elevate this commitment across categories — from basketball to golf, women, youth, and sportstyle — delivering product solutions that help athletes perform at the highest level.”
With the launch of the Curry Flow 10 this past fall, Under Armour said Curry became the first Under Armour athlete to release ten different signature shoes within his lineup.
“If the past ten years have shown me anything, it's that Under Armour and I can build great things together," Curry said via the brand. "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. Belief is a big part of who I am on and off the court. I believe in Under Armour and Curry Brand, the team now in place, and what we're doing together. We share a vision for a big future ahead."
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