Under Armour, Stephen Curry extend partnership till 2024

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American basketball legend Stephen Curry and performance footwear, apparel and equipment maker Under Armour founder Kevin Plank have announced the extension of Curry’s partnership with the brand through 2024, the company said in a press release.

Curry has established himself as one of the game’s best players in the current year, capturing the league’s Most Valuable Player (MVP) award and leading the Golden State Warriors to their first championship in 40 years.

“Stephen is a once-in-a-generation talent and has unprecedented influence on the game of basketball,” said Adam Peake, EVP, Global Marketing. “His work ethic, uncompromising self-belief, and commitment to the community are characteristics that make Stephen the perfect partner to ignite the growth of Under Armour in the sport of basketball and around the world. We are extremely proud to call Stephen family and we are excited to write the next chapter of our shared story.”

“Under Armour has felt like family since day one,” said Curry. “In the first two years of our partnership, we accomplished so much both on and off the court, and I’m looking forward to being part of the brand’s story for the rest of my playing career and beyond. Together we share a passion for making athletes better and instilling self-belief in athletes everywhere. The entire team has done an amazing job to develop innovative product that performs on the court and build platforms that allow me to connect with athletes all over the world. The best is yet to come.”

Under Armour launched Curry’s first signature basketball shoe, the Curry One, and his signature apparel collection in February 2015. Since its launch, the Curry One has continued to almost fully sell out across all retail distribution channels. The Curry Two recently launched in Asia as part of Curry’s first-ever Under Armour tour of the region, and it will launch in the US and globally on October 24.

The brand will continue to grow Curry’s signature footwear line and collection of products through year-round initiatives and increased global availability.

In addition, Curry will continue to play a central role in global brand marketing campaigns, including training, lifestyle offerings and Under Armour’s Connected Fitness platforms. Curry’s integration into the brand’s suite of Connected Fitness apps, which will help elevate his game and enhance his fitness regimen, will include designing new training programs that will be available for all consumers, the press release said. (SH)

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