Under Armour & Stephen Curry Building on Decade of Success

Stephen Curry and Under Armour are amplifying their decade-long partnership with a new vision for the future.

Much has changed over the past decade. Golden State Warriors point guard Stephen Curry has revolutionized the sport while winning four NBA Championships. Meanwhile, Under Armour has gone from an upstart challenger to a trusted brand among athletes globally.

Since 2013, Curry's signature sneaker line has launched ten models with UA. In 2020, the two partners launched Curry Brand, which is an expanded vision and a shared mission to empower athletes and define how they show up on and off the court

After ten years of success, Curry and Under Armour have amplified their unique partnership even further, forging a long-term commitment to serve athletes and communities and drive mutual success for years to come. According to Nick DePaula of ESPN, the new contract has the potential to be a lifetime deal.

Under Armour

Stephen Curry and Kevin Plank / Under Armour

Kevin Plank, Executive Chair & Brand Chief of Under Armour said, "Stephen is one of the greatest talents of our generation. At his core, he embodies what it means to be an Under Armour athlete and is an integral part of the Under Armour family."

Plank continued, "We are excited to keep building together, bringing even more innovation and inspiration to athletes across the globe." 

Disruption and innovation are at the core of the iconic partnership. The new phase will be designed to capture market share, fuel business growth, and create new business opportunities on a global basis.

As part of the sweeping announcement, Under Armour announces Stephanie Linnartz as the company's new President and CEO. "I am beyond excited to be joining Under Armour at this pivotal time, especially with the heat and influence that Stephen will bring for us." 

Linnartz continued, "I look forward to working closely with Stephen and the Curry Team as we focus on the next chapter of accelerated growth across the Under Armour brand."

Curry gave his stamp of approval by saying, "Belief is a big part of who I am on and off the court. I believe in Curry Brand and Under Armour, the team now in place, and what we're doing together. We share a vision for a big future ahead."

Curry Brand

Stephen Curry in a new ad campaign / Under Armour

Curry takes on the new role as President of Curry Brand, which will enhance his ability to drive athlete insights, product development, and strategic business and marketing endeavors. 

"If the past ten years have shown me anything, it's that Under Armour and I can build great things together. It's all about impacting athletes and creating products that perform and resonate with them, and Under Armour does it best. In 2013, we bet on each other, and I'm all in on taking this next step together," said Curry.

In this next phase of the partnership, Under Armour and Curry will elevate their commitment across new and existing categories—from basketball to golf, women, youth, and sportstyle.

The two partners plan to deliver product solutions that help athletes perform at the highest level. Curry will also assume 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 to driving product solutions and innovation, Under Armour and Curry Brand remain committed to impacting communities across the globe. Over the past two years, they have refurbished ten courts, trained 2,500 coaches, supported 77 programs, and impacted more than 72,000 youth athletes.

Under Armour and Curry Brand are on track for their lofty goal of renovating 20 safe places to play, training 15,000 coaches, and supporting 125 programs to impact 100,000 youth by 2025.

Changing the game for good is more than a slogan for Curry. With his new, enhanced partnership with Under Armour locked in place, Curry is positioned to further disrupt the sports apparel industry and reach more athletes than ever before.

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