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Steph Curry And Under Armour Partner To Launch Brand

Steph Curry And Under Armour Partner To Launch Brand

Steph Curry And Under Armour Partner To Launch Brand

NBA basketball star Steph Curry and athletic brand Under Armour have teamed up to launch a footwear, apparel, and accessories collection, which has been officially dubbed as the “Curry Brand.”

According to a company statement, the Curry Brand products will feature Under Armour’s product line and a percentage of the Curry Brand’s yearly revenue will be invested in under-resourced communities. 

The initiative will help facilitate the creation of at least 20 safe places to play, the support of at least 125 programs for young athletes and training from more than 15,000 coaches. In all, the initiative is expected to support more than 100,000 youth by the year 2025.

Steph Curry’s efforts to help the youth follow in the footsteps of his father Dell Curry, who was also played for the Charlotte Hornets and took an active role in the North Carolina community, establishing The Dell Curry Foundation to support youth in the area. Steph Curry and his wife Ayesha have founded their own youth-focused family foundation, officially dubbed Eat. Learn. Play.

Steph Curry And Under Armour Partner To Launch Brand

“We have a shared goal of unlocking play for kids, so that became a natural place for us to focus,” said Curry on the partnership with Under Armour.

“I grew up doing a lot of things to give back to the community with my family—and continue that now—while Under Armour has done so much to support athletes around the world.”

The collaboration with Under Armour and the brand’s mission follows Curry’s philosophy that achieving success should not be dictated by circumstance. According to the company statement, when it comes to athletics, less than 30 percent of youth between the ages of 6 to 18 who grow up in low-income households participate in organized sports, but the likelihood of low-income children dropping a sport due to financial difficulties is six times greater. These numbers are only expected to exacerbate when crises such as the coronavirus pandemic occur.

Steph Curry And Under Armour Partner To Launch Brand

“Play is a fundamental part of childhood and is critical to development. So much of who I am as a person and a leader today is because of playing sports as a kid,” said Curry. “I learned the value of hard work, resilience, teamwork, communication, time management—sports teach young athletes so many critical life skills, which is why I’m passionate about making sure everyone has access to these opportunities, first through my foundation and now through Curry Brand.”

While Curry Brand’s initiatives aim to help youth worldwide, the efforts will first begin in Oakland, where the brand plans to collaborate with local organizations such as  Positive Coaching Alliance and Coaching Corps.

Steph Curry And Under Armour Partner To Launch Brand
OAKLAND, CALIFORNIA – JULY 18: Stephen Curry is seen at the Dunk Tank at the launch of Eat. Learn. Play. Foundation on July 18, 2019 in Oakland, California. (Photo by Kimberly White/Getty Images for Eat. Learn. Play.)

“For many years, Stephen and Under Armour have worked together in partnership—a partnership built around shared values,” said Patrik Frisk, Under Armour President and CEO. “Through this brand, we have an opportunity to push forward our vision for a better world, especially for young athletes facing challenges with access and opportunity for sport.”

For more information on Curry Brand, visit

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