Steph Curry and Under Armour’s New Curry Brand Will Focus on Giving Back to Communities

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He’s a three-time NBA champion, father to three beautiful kids, golfer, philanthropist, and so much more, but Stephen Curry’s latest resumé item is a big one: he’s getting a legacy performance brand. On Dec. 1, Under Armour is launching the Curry Brand, which will sell apparel, footwear, accessories, and give back to “under-resourced communities” as its number one mission. It’s the first legacy brand for Under Armour and the announcement makes perfect sense as Curry has been a UA athlete since 2013.

The brand has made it a priority to give back and make sure every young athlete has access to the resources they need to play basketball. According to a press release, the goals include: “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 more than 15,000 coaches — making an overall impact on more than 100,000 youth.” This will include renovating basketball courts, giving resources and equipment to school programs, and giving coaches the funding they need to train players that could be the next Steph Curry. A percentage of the brand’s annual earnings will be invested and used for these goals.

“Sports teach young athletes so many critical life skills.”

“Play is a fundamental part of childhood and is critical to development. So much of who I am as a person and a leader today is because of playing sports as a kid,” Curry said. “I learned the value of hard work, resilience, teamwork, communication, time management — sports teach young athletes so many critical life skills, which is why I’m passionate about making sure everyone has access to these opportunities.”

Apparel and accessories will be available on currybrand.com when the brand launches on Dec. 1, and unisex basketball footwear will be available globally on Dec. 11. The brand will later expand to include categories like women’s and running. We can’t wait to shop the Curry Brand!