Curry vs. Jordan: Under Armour unveils Warriors star’s own brand to compete with Nike

Curry and Under Armour plan to use proceeds from the new brand to support youth sports.

While 2020 has been a difficult year for Steph Curry on the basketball court, it’s looking rosier in terms of empire building.

Under Armour launched Curry’s personal brand Tuesday as the athletic wear manufacturer makes its play to win over younger consumers and take a bite out of Nike’s Jordan brand.

As of Tuesday morning, the brand website features men’s clothes for basketball and golf, as well as general workout clothing and casual wear. Under Armour will add more pieces to the collection over time, including women’s clothing — and new Curry Brand basketball shoes set to debut Dec. 11.

Under Armour chief executive Patrik Frisk told CNBC that Curry will be active in designing elements of the brand, which launched strategically close to the start of the new NBA season and the holidays. The brand is an effort to kick-start UA’s marketplace downturn in recent years, as it was listed the No. 1 brand no longer worn by male teens in Piper Sandler’s most recent “Taking Stock with Teens” report.

A significant part of the pitch is Curry’s effort to use the brand as a philanthropic vehicle: The Warriors star and Under Armour pledged an effort to create safe spaces and train coaches, aiming to impact 100,000 kids by 2025, using an unspecified percentage of the brand’s revenue.

That effort will start in Oakland, where Curry and the Warriors have worked to maintain roots after moving across the Bay to San Francisco’s Chase Center last summer. Under Armour says it will partner with local organizations to provide professional training for every youth sports coach in the Oakland Unified School District, as well as Oakland Parks & Recreation. CNBC reports the brand also aims to launch basketball at every Oakland Unified middle school.

Under Armour has taken financial hits in recent years after its rise along with the Warriors and Curry, who signed with the company in 2013. Meanwhile, Nike has maintained its No. 1 spot among sports apparel companies in the Piper Sandler teens report for a decade now, and also ranks tops in footwear, while Under Armour slid to 11th in this fall’s rankings.

.@StephenCurry30 is guilty as charged. Introducing Curry Brand, inspired by Steph’s mission to CHANGE THE GAME FOR GOOD and powered by Under Armour. This is about investing in our communities and increasing access to youth sports. Learn more here https://t.co/DLAaezmvgD pic.twitter.com/P59ily5zjU

— Under Armour (@UnderArmour) December 1, 2020