Under Armour is set to launch the Curry Brand on the 1st of December, featuring footwear (Curry 8), apparel and accessories supported by Under Armour’s innovations. Much like Dwyane Wade and Michael Jordan, the Curry Brand will be a separate sub-division of Under Armour, allowing him to have more control over his products and provide an opportunity for his brand to expand to other sports such as golf. Also, in the long-term, there are plans of signing athletes in basketball and athletes of other sports directly under the Curry Brand.
Aside from its new logo and shoes, the Curry Brand focuses on somthing bigger. It’s heavily focused on giving back to the community. With a percentage of the brand’s yearly revenue set to be invested in under-resourced communities, by 2025, the 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”.
A signature brand is usually a way in which a player leaves their mark, Jordan Brand left Michael’s legacy of immense success and unbelievable records and Kobe’s brand left his competitive spirit and relentless pursuit for perfection. Hearing its plans and goals for the Curry Brand, the brand seems to embody Stephen Curry’s calm and down-to-earth personality. With the upcoming season set to be Curry’s 12th year in the league and hopefully many more years to come, it will be interesting to see what his brand leaves behind.
Source: All image via Under Armour