As announced by the company last month, Golden State Warriors superstar Stephen Curry has partnered with Under Armour to create the Curry Brand, which will be launched on December 1.
Vying to compete with Nike and the Jordan Brand, Curry Brand will initially feature basketball and golf footwear, apparel, and accessories. Over time, it will expand to men’s and women’s running and performance gear as well.
The Curry Brand will be dedicated to giving back to the community with a commitment to invest a percentage of Curry Brand revenue 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 — making an overall impact on more than 100,000 youth,” said Under Armour.
“This also gives Stephen something to really engage in… he’ll be actively involved in the development of the product. And we’re so excited to see one of our athletes being so involved in the product,” Under Armour’s Chief Executive Patrik Frisk told CNBC.
For his part, the two-time Kia MVP and three-time NBA champion 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.”
“Curry Brand is all about doing good in everything that we do. I’ve tried to embody that in my own actions, and I think it’s also something that other people can really get behind no matter where they are in life or what their goals are, sports or otherwise. We all have the ability to impact the next person and to give back in some way, and that’s more important now than ever before,” Curry continued.
NBA players like Dwyane Wade, Damian Lillard, Bradley Beal, Seth Curry, and NBA’s recent Finals MVP Lebron James congratulated Curry on his newest feat.
Curry and his ward, the Golden State Warriors, set to reenter the NBA on December 22.