Warriors star Steph Curry signs new potential lifetime deal with Under Armour

Steph Curry has signed a deal that will keep him tied to Under Armour longer than he’ll be tied 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.

Curry first signed with Under Armour in 2013, before his rise to NBA superstardom. 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 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.

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