Under Armour and NBA star Stephen Curry have launched the Curry Brand, a performance brand with a mission to ensure every young person has equitable access to sport.
Curry Brand will feature footwear, apparel and accessories across multiple categories such as basketball and golf, with continued category expansion in future seasons including running and women’s.
The brand will also work to provide solutions to ensure every young person has equitable access to sport. It focuses on partnerships that will provide opportunity for youth sports in under-resourced communities. This commitment will provide apparel and equipment, create safe places to play while ensuring that all coaches are engaged in professional development.
“Through the community work I’ve done with Under Armour for over a decade, I’ve learned that talent is everywhere, but opportunity is not,” says Stephen Curry. “All of our work together has been dedicated to creating a more equal playing field that closes the gap between those two areas. Through Curry Brand, along with the work of Ayesha [Curry, wife] and my foundation Eat.Learn.Play., I now have a long term plan to continue to address the barriers to sport that often hinder and limit a child’s potential for greatness.”
The Curry Brand is embarking on its journey starting in Oakland, Calif. by partnering with Oakland Unified School District to bring basketball to each middle school. Curry’s brand will also partner with Positive Coaching Alliance to provide professional development for every youth sports coach in the Oakland Unified School District as well as Oakland Parks, Recreation & Youth Development. As Curry Brand develops its impact model and builds its portfolio of partners, it is committed to helping more than 100,000 young athletes by 2025.
“Now more than ever, sport is an increasingly important aspect of our communities, and the fact that some young people never get the opportunity to participate is a problem,” says Patrik Frisk, chief executive officer, Under Armour. “This problem, however, is something Under Armour and Stephen Curry felt that we could confidently work to solve together, so with our shared values in mind, we created Curry Brand to do just that.”
Curry Brand apparel and accessories are available for purchase now at currybrand.com, with performance basketball footwear releasing globally on Dec. 11.