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Stephen Curry and Under Armour Launch The Curry Brand, Aimed To Change The Game For Good

Stephen Curry has long been dedicated to making basketball accessible on and off the court, and his latest endeavor—a legacy brand powered by Under Armour—will be no different.

Curry Brand, launching December 1, features footwear, apparel, and accessories backed by Under Armour’s performance product innovations. But there’s more to the brand than product— a percentage of Curry Brand’s yearly revenue will be invested in under-resourced communities.

The goals are as high-achieving as his basketball records: 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 train more than 15,000 coaches—making an overall impact on more than 100,000 youth.

Stephen at the Concordia Park court refurb and community event in August 2019

From a young age, Curry grew up surrounded by the power of sport and community. While playing in the NBA for the Charlotte Hornets, his father Dell Curry became increasingly active in the North Carolina community, and established The Dell Curry Foundation to support youth in the area.

While Stephen has followed in his father’s footsteps building a prolific career in professional basketball, he’s also done so as a philanthropist, making it a priority to give back to the community with he and his wife Ayesha’s youth-focused family foundation, Eat. Learn. Play.

Stephen at the Concordia Park court refurb and community event in August 2019 (left) and at the Eat. Learn. Play foundation launch in July 2019 (right).
Stephen at the Eat. Learn. Play foundation launch in July 2019

“We have a shared goal of unlocking play for kids, so that became a natural place for us to focus,” Curry said of the partnership with Under Armour. “I grew up doing a lot of things to give back to the community with my family—and continue that now—while Under Armour has done so much to support athletes around the world.”

Stephen has made youth his focus with his philanthropic efforts because he believes achieving success should not be dictated by circumstance.

When it comes to athletics, less than 30% of youth ages 6 to 18 growing up in low-income households participate in organized sports, and low-income kids are six times more likely to quit sports because of financial costs.

And now, as many sports programs impose increased fees and logistical hurdles in response to the coronavirus pandemic, experts anticipate participation will only decrease.”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…”- Stephen Curry

“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, first through my foundation and now through Curry Brand.”

Curry Brand will first invest in the sport where Stephen built his platform—basketball. The following impact pillars will be the focus areas for Curry Brand investments:

  • Safe Places to Play: Build inspiring spaces to learn and grow on and off the court.
  • The brand will invest in court refurbs and sustainable programming of those spaces.
  • Programming and Product: Resources and products to support team sports through regional school systems and local organizations.
  • Coaching and Leadership Development:Investing in the recruitment and training of people to be great sports coaches for kids in under-resourced communities.

“For many years, Stephen and Under Armour have worked together in partnership—a partnership built around shared values,” said Patrik Frisk, Under Armour President and CEO. “Through this brand, we have an opportunity to push forward our vision for a better world, especially for young athletes facing challenges with access and opportunity for sport.”

Stephen and Curry Brand reveal the newly refurbished basketball court at the Manzanita Recreation Center in Oakland, November 2020.
Stephen and Curry Brand reveal the newly refurbished basketball court at the Manzanita Recreation Center in Oakland, November 2020.

“Through this brand, we have an opportunity to push forward our vision for a better world, especially for young athletes facing challenges with access and opportunity for sport.”- Patrik Frisk, Under Armour President and CEO

While Curry Brand’s efforts will eventually reach communities worldwide, they will begin in Oakland, where the brand will collaborate with local organizations like Positive Coaching Alliance and Coaching Corps to provide professional development for every youth sports coach in the Oakland Unified School District and the Oakland Parks & Recreation Department. Oakland will then serve as a model for other regions.

“A lot of my inspiration for the brand came from the last 11 years I’ve spent in Oakland. All the support that the community has given me, I want to be able to hand that right back,” said Curry, who recently donated UA SPORTSMASKs to city youth and refurbished a court in East Oakland in 2019. “Under Armour and I have already been working on bringing play to Oakland, and through this work, I’ve been able to see the challenges kids are facing first-hand, so Curry Brand just builds on the strong foundation we’ve started.”

Under Armour has long been committed to its communities, athletes and youth and now consumers can get involved.

When consumers choose Curry Brand they will be supporting its vision to bring the joy of sports to every kid, investing in creating opportunities and increasing access for youth sports.

“Curry Brand is all about doing good in everything that we do,” Curry said. “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.”

For more information on Curry Brand, visit currybrand.com and @currybrand on Instagram.

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