Stephen Curry, the celebrated NBA star, is deepening his partnership with Under Armour, the brand he initially signed with in 2013.
As part of this enhanced collaboration, Curry will assume the role of president of Curry Brand, a position that marks a significant expansion of his involvement with the company. This new role aligns with his ongoing efforts to grow his namesake brand, which officially launched in 2020.
Under Armour is investing more resources into Curry Brand, a move aimed at ensuring its longevity and success beyond Curry’s playing career.
Curry’s role will include spearheading the brand’s development, expanding its influence, and leveraging his own athletic and personal brand to drive growth. The partnership has already been successful, evidenced by Curry’s 10th signature sneaker release with Under Armour, highlighting the strong bond between the athlete and the company.
In his statement, Curry emphasized the mutual benefits of this deepened collaboration. He expressed excitement about the opportunity to extend the partnership and use their combined strengths to achieve new milestones.
The investment will focus on scaling the business, building a robust roster, and creating compelling narratives around the brand.
Curry’s leadership is expected to bring innovative strategies and enhanced storytelling, reflecting his commitment to elevating the Curry Brand while sustaining its relevance and impact in the market.
This move signifies a long-term vision for both Curry and Under Armour, aiming to shape the future of the brand and its influence in the sports and lifestyle sectors.
