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Curry, Under Armour Enhance Partnership

Corporate • March 30, 2023

BALTIMORE, MARYLAND (March 30, 2023) — Under Armour, Inc. (NYSE: UA, UAA) announced it is strengthening its partnership with Golden State Warriors point guard and four-time NBA Champion Stephen Curry. The enhanced partnership is designed to capture market share, fuel business growth and create new business opportunities on a global basis. This next chapter of the partnership will build upon the success and accomplishments from the past decade to continue driving product solutions and innovation, impacting communities across the globe, and growing Under Armour and Curry Brand together. 

Curry’s new role as President of Curry Brand will enhance his ability to drive athlete insights, product development and strategic business and marketing endeavors. Since 2013, he’s helped propel industry-leading signature launches and provided key insights on Under Armour product technologies such as UA Charged, UA HOVR®, UA Warp and UA Flow. In this next phase of the partnership, Under Armour and Curry will elevate this 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 assume a broad advisory role where his sphere of impact will strengthen brand love, recruitment and present opportunities across categories to reach and expand Under Armour’s athlete roster. 

“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, 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.” 

Under Armour and Curry have released 10 signature shoes in the decade since the partnership began, each with a unique design that harkens back to memorable moments throughout Curry’s career and his ascension in the NBA. With the launch of the Curry Flow 10 this past fall, Curry became only the ninth athlete in history, and the first Under Armour athlete, to release 10 different signature shoes within his lineup. In 2020, Curry and Under Armour introduced UA Flow, a best-in-class cushioning technology that has helped take his signature shoes, and his game, to the next level. 

“If the past 10 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, Under Armour bet on me and I bet on them, and I’m all in on taking this next step together.” 

The partnership also includes increased funding for community impact efforts — creating opportunity, access and equity for the next generation of athletes. Curry Brand, which launched in 2020, built purpose into its bottom line. Now, just over two years later, Under Armour, Curry and Curry Brand have already refurbished 10 courts, trained 2,500 coaches, supported 77 programs, and impacted more than 72,000 youth athletes — more than halfway to the goal of renovating 20 safe places to play, training 15,000 coaches and supporting 125 programs by 2025 to impact 100,000 youth.  

“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,” said Stephanie Linnartz, President and CEO, Under Armour.

Under Armour and Curry have been steadfast in the pursuit of empowering the next generation of athletes. Driven by shared values, a focus on performance and style, and a commitment to community, this partnership renewal will ensure the mission endures for years to come.  

“Belief is a big part of who I am on and off the court. I believe in Under Armour and Curry Brand, the team now in place, and what we’re doing together. We share a vision for a big future ahead,” said Curry. 


Stephen Curry Stephanie Linnartz Kevin Plank Shoes Under Armour basketball