Steph Curry extends Under Armour partnership

NBA star and Golden State Warriors point guard Stephen Curry has announced a partnership extension of his agreement with Under Armour. The new partnership aims to capture market share, fuel business growth and create new business opportunities on a global basis.

The new agreement will focus on growing both Under Armour and Curry Brand together, with the 35-year-old taking up a new role of the President of Curry Brand.

Curry and Under Armour have been partners since 2013, with the former having gone on to help the latter propel industry-leading signature launches.

The deal extension will see Curry elevate his commitment across categories — from basketball to golf, women, youth and sportstyle — delivering product solutions that help athletes perform at the highest level.

Curry will also take on an advisory role with the aim of strengthening brand love, recruitment and present opportunities across the different categories and expand the current Under Armour athlete roster. 

Kevin Plank, Executive Chair and Brand Chief, Under Armour, said:

“Stephen is one of the greatest talents of our generation. 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.“

Steph Curry commented on his partnership renewal, stating:

“If the past ten years have shown me anything, it’s that Under Armour and I can build great things together. 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.”