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Curry Brand

Curry Brand is a brand launched by NBA star Stephen Curry in November 2020. The brand was a sub-brand of Under Armour, until their partnership ended in November 2025.[1] The brand focuses on basketball performance footwear, apparel, and accessories. Curry Brand is positioned as a competitor to Nike's Jordan Brand.

History

Curry Brand was officially announced by Under Armour on November 30, 2020, as part of a long-term partnership with Stephen Curry. The launch coincided with Under Armour's quarterly earnings report, which revealed $1.43 billion in revenue, flat compared to the previous year.[2]

After a 12-year partnership between Stephen Curry and Under Armour, in November 2025, the two agreed to part ways with Curry maintaining sole ownership of the brand and being free to find another retail partner.[1]

Collaborations

Curry Brand has collaborated with many brands and artists, including celebrities Dave Chappelle[3] and the Bruce Lee estate.[4]

Curry Brand has worked with streetwear brands and fashion houses, including fellow UA alumni and professional basketball player Brandon Jennings and his brand Tuff Crowd, and Stone Island.[5][6] In 2021, Curry Brand announced a partnership with Sesame Street to produce a seven-piece sneaker collection, called “Street Pack,” with different character-inspired versions of the Curry Flow 9.[7]

The "Splash" logo is the result of a collaboration between David Bond, former head of the Curry Brand, and Stanley Hainsworth, Tether Agency. This is the same Seattle-based company that Curry collaborated with to work on the signature campaign launches for the Curry 4. The logo draws together Curry's initials ‘S’ and ‘C,’ in combination with the number ‘3’ identical to a hand gesture to symbolize Curry's ability to shoot the 3. Also, there's the "high wing" that is, as Curry says, is a "higher arc" which also resembles a halo drawing inspiration from Curry's faith.[8][9]

Product line

The product line includes basketball shoes.

Models

Reception

The launch of Curry Brand was met with significant media attention, with many drawing comparisons to Nike's Jordan Brand. Analysts noted that the partnership with Stephen Curry could help Under Armour strengthen its position in the competitive sportswear market, particularly in the basketball category.[19] However, some critics questioned whether Curry Brand could achieve the same level of cultural and commercial success as Jordan Brand, given the latter's decades-long dominance.

Sponsorships

Basketball

From the Curry Brand Official Press Releases:[20]

  • De'Aaron Fox (October 2023 – present)[21]
  • MiLaysia Fulwiley (March 2024 – present)[22]
  • Keisei Tominaga (June 2024 – present)
  • Davion Mitchell (February 2025 – present)
  • Jacob Zhu (June 2025 – present)

See also

  • Under Armour
  • Stephen Curry
  • Jordan Brand
  • Eat. Learn. Play. Foundation

References

  1. Sam Jane. Stephen Curry, Under Armour end 12-year partnership The New York Times, November 13, 2025, retrieved November 14, 2025^
  2. Lauren Thomas. Under Armour launches a brand with NBA star Steph Curry to better compete with Nike's Jordan CNBC, November 30, 2020, retrieved December 8, 2020^
  3. Jon Powell. Dave Chappelle narrates new advertisement celebrating Stephen Curry’s 4,000 career 3-pointers Yahoo Sports, March 14, 2025, retrieved July 16, 2025^
  4. Curry Brand Honors Hollywood Icon Bruce Lee Under Armour, November 27, 2023, retrieved July 16, 2025^
  5. Peter Verry. Why NBA Veteran Brandon Jennings’ Tuff Crowd Collaboration With Curry Brand Is a Full Circle Moment Yahoo Life, November 8, 2023, retrieved July 16, 2025^
  6. Jovani Hernandez. Stephen Curry "Gets the Badge in" with Curry Brand x Stone Island Collab House of Heat°, February 14, 2025, retrieved July 16, 2025^
  7. Layla Ilchi. Stephen Curry Teams With ‘Sesame Street’ on Sneaker Collection Women's Wear Daily, Fairchild Publishing, October 15, 2021, retrieved July 16, 2025^
  8. Curry Brand Tether, retrieved July 17, 2025^
  9. Nick DePaula. Stephen Curry // Behind The Signature Logo Boardroom, April 16, 2022, retrieved July 17, 2025^
  10. Steph Curry. The History of All Steph Curry Shoes The Fresh Press, Finish Line, retrieved July 16, 2025^
  11. Kyle Rooney. Steph Curry Debuts The Under Armour Curry 4 HotNewHipHop, June 2, 2017, retrieved July 16, 2025^
  12. Mike Destefano. The Curry 4 Will Finally Be Widely Available Complex, October 25, 2017, retrieved July 16, 2025^
  13. Nick DePaula. 10 shoes down: Stephen Curry reflects on his signature sneakers Andscape, March 30, 2023, retrieved July 16, 2025^
  14. Introducing the Curry 7 Under Armour, October 24, 2019, retrieved July 16, 2025^
  15. Introducing the Curry Flow Under Armour, December 4, 2020, retrieved July 16, 2025^
  16. Dominik Zawartko. Stephen Curry launches latest signature Curry 11 sneakers Clutch Points, August 6, 2023, retrieved July 16, 2025^
  17. The Future of Curry Starts Now Under Armour, October 4, 2023, retrieved July 16, 2025^
  18. Luis Torres. The Under Armour Curry 12 Debuts This Fall Nice Kicks, August 14, 2024, retrieved July 16, 2025^
  19. Jabari Young. Under Armour launches Curry Brand to compete with Nike's Jordan CNBC, November 30, 2020, retrieved December 8, 2020^
  20. Curry Brand Press Releases Under Armour, retrieved July 16, 2025^
  21. Dominik Zawartko. Spurs’ De’Aaron Fox debuts his newest Curry Fox 2 ClutchPoints, July 15, 2025, retrieved July 17, 2025^
  22. Lulu Kesin. South Carolina women's basketball guard MiLaysia Fulwiley debuts her custom Curry Brand shoes Greenville News, February 10, 2025, retrieved July 17, 2025^