UA Launches the Curry Brand


Under Armour has launched a new brand with basketball star Stephen Curry. Officially launched on Dec. 1, Curry Brand includes footwear, apparel and accessories. The first shoes from the brand are set to debut next week.

In the brand launch, UA and Curry, who plays for the Golden State Warriors, put as much emphasis on its ethos as it did on the product. A percentage of Curry Brand’s yearly revenue will be invested in under-resourced communities. 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.

“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,” said Curry.

“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."

A sampling of Curry Brand product is available online now at

The brand website features the tagline “Curry, an Under Armour Brand” and the motto “Change the Game For Good.” It includes this quote from Curry, “Everything I put my name on has to be good—it has to help you play and it has to support our mission to change the game for good."

Curry Brand apparel items currently on sale range from socks and shorts to items such as a $35 performance tank top and a $90 woven warm up jacket. The launch of Curry Brand basketball shoes is slated for Dec. 11. The NBA season is scheduled to begin on Dec. 22.

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