Under Armour names Stephen Curry president of Curry Brand

By

Jennifer Braun

Published
Mar 30, 2023

Under Armour announced on Thursday an expanded partnership with Golden State Warriors point guard and four-time NBA Champion, Stephen Curry.

As part of the expanded partnership, Curry has been named president of Curry Brand. In this role, he will help drive athlete insights, product development, and strategic business and marketing. The next phase of the partnership is also expected to focus on new and existing categories across a variety of sports, from basketball and golf to womenswear, youth and sportstyle product.

Likewise, Curry will assume a broad advisory role where he is expected to strengthen brand love, recruitment, and present opportunities across categories to reach and expand Under Armour's athlete roster. Lastly, the partnership includes increased funding for community impact efforts to create opportunity, access, and equity for the next generation of athletes.

"Stephen is one of the greatest talents of our generation," said Kevin Plank, executive chair and brand chief, 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, Curry 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." 

Stephanie Linnartz, president and CEO, Under Armour, added: "I am beyond excited to be joining Under Armour at this pivotal time, especially with the heat and influence that Stephen will bring for us. I look forward to working closely with Stephen and the Curry team as we focus on the next chapter of accelerated growth across the Under Armour Brand."

Since the partnership began a decade ago, Under Armour and Curry have released ten signature shoes, making Curry only the ninth athlete in history, and the first Under Armour athlete, to release ten different signature shoes within his lineup. 

Moreover, Curry Brand, which launched in 2020, has already refurbished ten courts, trained 2,500 coaches, supported 77 programs, and impacted more than 72,000 youth athletes. Its goal is to renovate 20 safe places to play, train 15,000 coaches and support 125 programs by 2025 to impact 100,000 youth.  

"If the past ten years have shown me anything, it's that Under Armour and I can build great things together," said 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."