Stephen Curry, the current NBA Champion and Finals MVP, is allegedly close to signing a lifetime endorsement deal with Under Armour.
Curry has allegedly “nearly locked a lifetime contract with Under Armour worth potentially more than $1 billion,” although neither of the parties to the alleged agreement have made any official announcements.
Curry joined Nike when he started playing in the NBA in 2009 but left in 2013—notably as a result of a disastrous presentation made by the Swoosh to curry Curry’s favor and convince him to stay with the company. Curry signed an endorsement partnership with Under Armour soon after his Nike contract came to an end. Curry’s relationship with Under Armour came under scrutiny in 2018 because he believed the company wasn’t fully committed to his shoes at the moment. Kevin Plank, the former CEO of Under Armour, and Curry later met and Plank agreed to create Curry Brand, an Under Armour subsidiary brand that would debut in 2020. In 2024, Curry’s existing contract with Under Armour will come to an end.
Curry has since released his Curry Flow 8 and Curry Flow 9 basketball sneakers under his Curry Brand, with a third model bearing his name is soon to be published. Along with the product, Under Armour revealed that a portion of Curry Brand’s annual profits will go back into underprivileged areas. By 2025, the Curry Brand hopes to establish at least 20 safe playgrounds for children, support 125 initiatives that aim to inspire young athletes, and offer opportunities for more than 15,000 coaches to receive training. These coaches will then have a positive influence on more than 100,000 children in their local communities.