Under Armour is launching a separate brand with its top athlete, Golden State Warriors guard Stephen Curry. The company announced Monday the beginning of Curry Brand, with footwear from the brand set to be unveiled Dec. 11 ahead of holiday shopping.
Curry, who has been with Under Armour since 2013 and sported his own shoe, will be the face of the brand as the company attempts to mirror the success of Nike's separate company, Jordan Brand – which was launched in 1997 after the success of Michael Jordan's Air Jordan shoes. (Jordan Brand has brought in more than $3.5 billion per year, according to CNBC.)
Curry Brand will promote a new line to be showcased on CurryBrand.com this week with shoes and clothes for a number of sports – namely basketball and golf. The evolution of the brand aims to eventually dip into women's and running apparel.
Steph Curry (Photo: Neville E. Guard, USA TODAY Sports)
“We wanted to make sure we did this as close as possible to the NBA season finally launching (Dec. 22). And the fact that we’re launching in between Black Friday and the holidays we think is very opportune,” Under Armour Chief Executive Patrik Frisk told CNBC.
“This also gives Stephen something to really engage in. He’ll be actively involved in the development of the product. And we’re so excited to see one of our athletes being so involved in the product."
In its third quarter, Under Armour reported revenue of $1.43 billion, which was flat from 2019.
Curry, 31, is a two-time NBA MVP and helped guide the Warriors to three NBA titles.
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