Everything We Know About Stephen Curry’s Curry Brand So Far

NBA players are synonymous with shoe deals. Larry Bird and Magic Johnson were some of the first to have endorsements with Converse, and Michael Jordan made millions off his Nike contract. Now, Stephen Curry is looking to expand on this history with his Under Armour brand that sells footwear and apparel but also gives back to the community. 

Stephen Curry’s partnership with Under Armour

Stephen Curry of the Golden State Warriors talks to coach Bruce Fraser
Stephen Curry of the Warriors with coach Bruce Fraser | Ezra Shaw/Getty Images

Early in his career, Curry had a deal with Nike, but it wasn’t as lucrative as big-name players like LeBron James or Kobe Bryant. In fact, Curry felt slighted at Nike, as they considered him a second-rate player. He eventually left and found a home at Under Armour. They were looking to break into the shoe industry, and Curry was the perfect candidate to expand their line.  

The 32-year-old’s first signature shoe was unveiled in 2015, and a new shoe was subsequently released each year. Curry’s play on the court elevated sales, and he easily became the face of Under Armour footwear. His status was so important to the brand that the stock price rose and fell dependent upon his on-court behavior. Now, Curry and Under Armour are taking it to another level, building a sub-brand with the Curry name.

The Curry Brand is born

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Under Armour is hoping that the Curry Brand will rival what Air Jordan’s have done for Nike, but Curry himself has other reasons for its development. Talking to Sole Collector, he said:

“Curry Brand is all about doing good in everything that we do. I’ve tried to embody that in my own actions, and I think it’s also something that other people can really get behind no matter where they are in life or what their goals are, sports or otherwise. We all have the ability to impact the next person and to give back in some way, and that’s more important now than ever before.”

The focus of Curry Brand is to invest a portion of its earnings into under-served communities. That means supporting youth programs, building safe places for children to play, and educating coaches to properly teach athletes. Curry hopes his support of the community will foster greatness in the youth of today, helping to push themselves to their limits and work to achieve excellence.

Curry Brand products

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The Curry Brand isn’t only about footwear; it’s a whole statement. The Curry Flow 8 is the first shoe to launch under the new brand, and according to Sole Collector, it’s been in the works for over three years. It consists of a new cushion that’s meant to still grip the court but eliminate rubber outsoles. The shoe sells for $160.

In addition to footwear, Curry Brand includes athletic wear with a performance tank priced at $35 and shorts with quick-drying fabric for $50. T-shirts range anywhere from $35-$40 and even a warm-up jacket and pants, each $90 and $75, respectively. Looking for shoes for a basketball star in the making? Curry Brands offers grade school and preschool sized basketball shoes in four different colors.

One of Curry’s favorite pastimes besides basketball is golf, so he made it a point to include golfing attire in his new line. There’s a range of different polo shirts perfect for hitting the links and slim tapered pants to go along with it. Polos sell anywhere from $80-$85 with pants set at $90.

Curry Brand is just another venture Steph Curry hopes is a success to help support local communities in their efforts to provide safe and secure spaces for youths to excel.