Steph Curry has signed a deal that will keep him tied to Under Armour longer than he’ll be linked to the Warriors — as a player, at least.
The Golden State superstar has a new contract with the apparel company that extends into his retirement and could become a lifetime deal through performance clauses triggering extensions, Under Armour founder Kevin Plank told ESPN. Terms of the agreement were not officially released, but Rolling Stone reported last year that Curry was nearing a $1 billion lifetime deal with the company.
Under Armour announced the deal Thursday morning, placing Curry as the president of the eponymous Curry Brand, which launched in 2020 honoring the highest-profile athlete signed with the Maryland-based company. The deal will beef up the brand, including adding to the roster of players signed to the Curry Brand.
Beyond what Curry, 35, will receive in the extended partnership with Under Armour, the contract includes “increased funding for community impact efforts” like refurbishing courts and training coaches.
“We understand that it’s a mutually beneficial venture to do some great things, build a great roster, build more scale to the business and create great storytelling,” Curry told ESPN.
Under Armour said the next phase of his partnership will elevate the company’s “commitment to new and exisiting categories — from basketball to gold, women, youth and sportstyle.”
Curry first signed with Under Armour in 2013, before his rise to NBA superstardom. Now, he’s one of the most popular and marketable athletes in the world. He signed a new deal in 2015 that ran through 2024 and included an equity stake in the company. Last fall, he released his tenth signature shoe with Under Armour, becoming the ninth player in NBA history to reach 10 consecutive models under one sneaker series.
“At his core, Stephen embodies what it means to be an Under Armour athlete, and we feel fortunate to take the next step with him in continuing to empower those who strive for more, together,” Plank said in the company’s release.
After Warriors practice on Thursday, coach Steve Kerr called Steph a “pretty incredible success story,” pointing to the nine-time All-Star’s impact on and off the court. That’s why, Kerr said, he wasn’t surprised Under Armour would want to ink Curry for such a long, lucrative deal.
“Certain athletes kind of transcend their time in the spotlight, Michael Jordan being one of them. Steph will be another one long after Steph plays in his last NBA game,” Kerr said.
“He’s still going to be a massive brand in and of himself. And there’s a reason for that. He’s charismatic but he’s authentic. People see that authenticity and they see his compassion, they see how much he cares for people and then they love watching him play. So Steph deserves everything he’s getting.”
The first 10 years was just the start. We are taking our partnership even further with a new long-term commitment to serve athletes and communities around the globe for years to come. #ProtectThisHouse pic.twitter.com/KUP4CDAJEH
— Under Armour (@UnderArmour) March 30, 2023
