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Stephen Curry and Under Armour unveil Curry Brand

National Basketball Association (NBA) star Stephen Curry has launched a new apparel brand in partnership with Under Armour, aimed at rivalling Nike’s infamous Jordan label.

Curry Brand, which debuts today (December 1), will feature footwear, apparel and accessories not only for basketball but a range of other sports as well including golf.

A percentage of the yearly revenue from Curry Brand will be invested into under-resourced communities. A statement from Under Armour claimed that by 2025 “the Curry Brand aims to create at least 20 safe places to play, support 125 programs that impact young athletes, and deliver opportunities to train more than 15,000 coaches—making an overall impact on more than 100,000 youth.”

In the statement, Curry said: “We have a shared goal of unlocking play for kids, so that became a natural place for us to focus.

“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.”

He later added: “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.

“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.”

According to a study conducted in 2017 by The SportsBusiness Daily, Curry is the second most marketable player currently operating in the NBA, missing out on the top spot only to LeBron James.

The Golden State Warriors point guard has been an Under Armour athlete since 2013 but the latest venture between the two is hoped will inject new energy into the sportswear brand after suffering a US$183 million loss for the second quarter of 2020, which has resulted in 600 members of staff losing their jobs globally.

Under Armour will likely look at the commercial success of Nike’s Jordan brand, which recorded a US$3.1 billion revenue in the fiscal year ending May 2019, however, according to Forbes, the brand is thought to be “easily worth north of $10 billion”, on top of the partnerships impact on Nike’s sales in other areas.

“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."

Author: Jake Wilkin