On Monday (November 30), Under Armour officially announced the launch of the Curry Brand with NBA star Stephen Curry — a long-time Under Armour athlete.
The brand, which was created in a bid to reach younger consumers and to compete with Nike and its Jordan Brand, features shoes and clothes for a number of sports including basketball and golf. Over time, the brand will be expanded to more categories including running and women’s.
Performance basketball footwear will be available on December 11, in time for holiday gift giving.
“We wanted to make sure we did this as close as possible to the NBA season finally launching ... 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 in an interview. “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."
Curry, who plays point guard for the Golden State Warriors, signed with Under Armour in 2013. He has won three NBA championships with the Warriors. From 2018 to 2019, Under Armour’s revenue rose 1% to $5.3 billion. Meanwhile, Nike has seen more robust growth in recent years. Nike’s business was hurt by the onset of the Covid pandemic, and revenue fell 4% to $37.4 billion.
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