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Golden State Warriors

Under Armour launches brand with Stephen Curry to compete with Nike’s Jordan Brand

Stephen Curry Golden State Warriors
Derick E. Hingle-USA TODAY Sports

On Monday, Under Armour announced a partnership with Golden State Warriors superstar Stephen Curry to start his own brand.

The 6-foot-3 guard opened up on why he is starting the brand now.

“I know there is a lot going on in our world and our society, in the sports world and elsewhere, but this is something we have been thinking about for a very long time,” Curry told Jarrel Harris of Sports Illustrated. “Trying to put the pieces together to see where we as a brand could make the most impact and I think where we have the most resources and the most access to be able to impact kids, create safe spaces to play, support programming, support coaches and leaders that are impacting our kids. COVID has taken a lot of that opportunity away, and it has highlighted the disparities in different parts of the country. We are starting here in Oakland with it and hoping we can branch out. We are doing what we can do best in terms of how play and sports teaches so much about ourselves and gives kids something to look forward to. We are playing our role, and that’s the biggest thing right now. We want to live out our purpose with our brand.”

While the comparisons are already being made to Michael Jordan’s brand with Nike, Curry went out of his way to make it clear that there are some significant differences between Jordan’s brand and his own.

“It’s kind of wild, bro, to be honest,” he said. “It’s very surreal. I know a lot of people like to link it with Jordan Brand in terms of having a legacy brand attached to the company, and he is the GOAT standard of success when it comes to doing that, but we are going to do it a different way and something that is authentic to me. And again we are trying to plant our flag and just live out the purpose we are setting out to do with everything that we do and that for when it comes to product, when it comes to marketing, when it comes to our community give-back and our initiatives, all those things will be true to who I am and true to anybody that wants to participate and change the game for good.”

Curry, 32, signed with Under Armour back in 2013.

Since then, Curry has become one of the biggest names in basketball. In fact, the sharpshooter has had a major impact on the way NBA teams try to win championships thanks to his historic shooting.

Over the course of his career, Curry has averages of 23.5 points, 6.6 assists, 4.5 rebounds and 1.7 steals per contest. He has won two MVP awards in his career.

Most importantly, the six-time All-Star has captured three championships during his career. Yet, he’s never earned a Finals MVP trophy.

Curry and the Warriors are ready for a bounce-back campaign this upcoming year after they finished with the worst record in the association last season.


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