Under Armour Introduces ‘Curry Brand’ to Compete with Nike

Under Armour announced Monday that it would introduce the Curry Brand with NBA star and longtime Under Armour athlete Stephen Curry, in a move that will reach younger consumers and compete with Nike and its Jordan brand.

The new line will be unveiled at CurryBrand.com this week and includes footwear and clothing for a variety of sports, including basketball and golf.

Long term, Under Armour also is planning to expand the brand to other categories like running and women.

Curry Brand basketball shoes are due to be available on December 11th, just in time for Christmas.

“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 CEO Patrik Frisk told broadcaster CNBC.

Curry, a point guard for the Golden State Warriors who has won three NBA Championships and been named NBA MVP twice, signed with Under Armour in 2013.

Part of the Curry Brand’s mission, according to the company and Curry, is to make sure that kids, particularly minorities, have more access to sports. They cited a decline in youth participation, which has been compounded by the pandemic, as a factor in their decision to focus on this cause.

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