Steph Curry Inks New Long-Term Partnership With Under Armour

To say that Under Armour‘s bet on Stephen Curry back in 2013 has paid off would be a huge understatement. The Golden State Warriors sharpshooter has elevated the brand’s hoops category to new heights by becoming the face of the brand and his own eponymous line in Curry Brand. And after being in business for a decade, releasing 10 signature sneakers and accomplishing multiple championship runs together, the two parties have agreed to ink a new long-term partnership.

The new deal is intended for him to impact the brand beyond his playing career. “If the past ten years have shown me anything, it’s that Under Armour and I can build great things together,” Curry said. “It’s all about impacting athletes and creating products that perform and resonate with them, and Under Armour does it best. In 2013, we bet on each other, and I’m all in on taking this next step together.” He’ll now serve as the president of Curry Brand and will work to drive athlete insights, product development as well well as marketing and strategic endeavors. Curry will continue to push innovation within Under Armour’s existing and new categories such as basketball, golf, running, women’s, youth and sportstyle. Furthermore, he will increase funding for community impact efforts to generate new opportunities, access and equity for the next generation of athletes.

For other news, Apple and A24 have teamed up for a Steph Curry documentary titled Underrated.