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Under Armour and Steph: Together Forever


Putting (almost) all of its sponsorship and athlete dollars in one very large basket after a number of other partnerships didn’t work out so well, Under Armour has both extended and expanded its contract with the Golden State Warriors star Stephen Curry that marries the two together well into his retirement years. The key element: Curry becomes president of the Curry Brand. Curry had joined Under Armour in 2013 after leaving Nike.

“The enhanced partnership is designed to capture market share, fuel business growth and create new business opportunities globally,” according to a statement from Under Armour. “This next chapter of the partnership will build upon the success and accomplishments from the past decade to continue driving product solutions and innovation, impacting communities across the globe, and growing the Under Armour and Curry Brand together.”

The new partnership takes Curry beyond basketball into product for golf, women, youth and sportstyle. Curry will also assume a broader advisory to expand Under Armour’s athlete roster.

“Stephen is one of the greatest talents of our generation,” adds Kevin Plank, executive chair and brand chief of Under Armour. “He is an integral part of the Under Armour family and we are excited and inspired by this next stage in our partnership. At his core, Stephen embodies what it means to be an Under Armour athlete and we feel fortunate to take the next step with him in continuing to empower those who strive for more together.”

“If the past 10 years have shown me anything, it’s that Under Armour and I can build great things together,” chimes in Curry. “It’s all about impacting athletes and creating products that perform and resonate with them, and Under Armour does it best. In 2013, Under Armour bet on me, and I bet on them, and I’m all in on taking this next step together.”