Stephen Curry and Under Armour partner to launch Curry Brand
Stephen Curry is officially the first athlete with Under Armour to launch his own offshoot apparel division-- similar to that of Nike and Micheal Jordan.
Under Armour and Stephen Curry announced they have officially partnered to create Curry Brand, an offshoot apparel division similar to Nike’s Jordan Brand.
The brand, set to debut December 11th, will feature footwear, clothing and accessories. While the brand will have a similar concept to Jordan Brand, Curry Brand will feature multiple sports apparel-- particularly golf.
Under Armour Chief Executive Patrik Frisk said Curry will be, “actively involved in the development of the product.”
The Curry brand will focus on community philanthropy, investing a percentage of their revenue to underprivileged communities.
“We have a shared goal of unlocking play for kids, so that became a natural place for us to focus,” Curry said in the announcement. “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 Brand will partner with a nonprofit, Positive Coaching Alliance, to provide professional assistance to youth coaches. Curry said the program will begin with a $1 million investment:
"A big piece of the Curry Brand is going to be investing into youth sports and creating a network and support around kids' participation in sports. We are starting with over a $1 million investment to people, programs, products and places—so that is our four P's. Safe places to play, court refurbishments and investing in programs that will get kids active in a safe way in fields to play, courts and around the right people and influencers."
Curry said that the long term vision of the brand is to sign on other athletes. He wishes to have like-minded athletes who share the vision of the brand be able to carry the torch once he’s done on the court. His measure of success will be the impact the brand is able to have on the up and coming generations.
“We want to be a part of the culture and drive the culture and we want to be in position to anybody that buys into what the Curry Brand is that they are impacting a life in some shape or form,” Curry said. “We can help those number of kids we can reach whether buying products but it’s about us changing lives, and we are hearing a lot of success stories that came from that. So staying true to ourselves is going to be the true measuring stick.”
Full details on the brand’s philanthropic efforts are available in the official announcement. Fans will get a first look at what's to come from Curry Brand when the official website launches this week.
“I know a lot of people like to link it with Jordan Brand in terms of having a legacy brand attached to the company, and he is the GOAT standard of success when it comes to doing that, but we are going to do it a different way and something that is authentic to me,” Curry said in an interview with Sports Illustrated. “And again we are trying to plant our flag and just live out the purpose we are setting out to do with everything that we do and that for when it comes to product, when it comes to marketing, when it comes to our community give-back and our initiatives, all those things will be true to who I am and true to anybody that wants to participate and change the game for good.”