Stephen Curry’s Bold Transition: From Nike to Under Armour

In a move that surprised many in 2013, Stephen Curry opted to align himself with the then-rising athletic company Under Armour, choosing it over the basketball footwear titan Nike. At that time, Nike dominated the NBA sneaker market, while Under Armour was still establishing its foothold in basketball culture.

The Underdog Spirit That Connected Deeply

Under Armour‘s founder and CEO Kevin Plank championed an underdog mentality that resonated strongly with Curry’s personal story. “We stand for those who weren’t born tall enough, fast enough, or strong enough,” Plank stated. This philosophy mirrored Curry’s own path as a player who defied conventional expectations of NBA superstars.

Curry’s physical profile-standing 6-foot-2 and weighing roughly 185 pounds-did not fit the typical NBA superstar mold. Still, his exceptional skill set and determination propelled him forward. Reflecting on his journey, he said, “I wasn’t plotting every step toward the NBA; I was embracing each moment along the way.”

A Partnership Shaped by innovation and Opportunity

The choice to sign with Under Armour extended beyond their compelling brand narrative. A pivotal factor was how Nike mishandled their pitch: executives mispronounced Curry’s name and presented outdated materials featuring other athletes like Kevin Durant. In contrast, under Armour offered a more attractive deal-$4 million annually versus Nike’s $2.5 million-and showed genuine enthusiasm for supporting both Stephen and his teammate Kent Bazemore.

Plank cleverly focused first on Bazemore by providing personalized attention through product innovation and tailored service-a strategy that caught Curry’s attention early during their shared time on the Golden State Warriors roster.

The Rise of Curry Brand Within Under Armour’s Empire

Twelve years into this collaboration,Stephen Curry has introduced over a dozen signature sneakers under Under Armour,alongside performance apparel designed for elite athletes. In 2023, he advanced to become President of the newly launched Curry Brand, expanding his role far beyond athlete endorsement.

This elevated position came with important equity ownership: approximately 8.8 million shares valued at $75 million at signing plus additional incentives tied directly to brand growth-a rare level of stake among professional athletes partnering with major corporations.

tackling Market Challenges Amid Industry Shifts

Despite impressive product launches and branding success, Under Armour‘s financial journey has been turbulent since peaking near $45 per share in 2016; its stock now trades below $6 amid leadership changes and intensified competition from Adidas and Puma aggressively entering basketball footwear markets worldwide.

“Had he remained loyal to Nike,” remarked an industry expert familiar with sports marketing,
“Curry’s business empire might be exponentially larger today.”

Sparking Community Growth Through Sport Initiatives

Curry has utilized his platform not only for personal advancement but also community empowerment aligned closely with Under Armour’s mission:

• A percentage of annual revenue from Curry Brand is reinvested into underserved areas such as Oakland-the city were Curry began his Warriors career in 2009.
• The brand recently celebrated refurbishing its twentieth basketball court at McClymonds High School during NBA All-Star Weekend 2025 by installing professional-grade hardwood floors along with new hoops and scoreboards-significantly improving local youth access to quality sports facilities.
• To date, initiatives supported through this partnership have trained over 15,000 coaches globally while impacting more then 300,000 young athletes via grassroots programs emphasizing inclusivity across gender and racial lines.

Diversity Beyond Basketball: The Underrated Golf Tour Initiative

Curry extends his dedication toward minority portrayal beyond basketball through projects like the Underrated Golf Tour; partially funded by Under Armour resources aimed at developing junior golfers of color via regional tournaments nationwide-a fresh approach echoing how he shattered barriers on hardwood decades ago:

“Just as I sought breakthroughs on court,” said Curry,
“we now strive to create pathways off it that empower communities.”

The Athlete as Entrepreneur: Redefining Sports Endorsements Today

This groundbreaking alliance combining athlete-driven equity participation with authentic storytelling sets a new standard for how modern sports figures build brands-not merely endorsements but enduring legacies deeply woven into corporate strategies.
Stephen Curry exemplifies this evolution from celebrity endorsement toward becoming an entrepreneurial powerhouse shaping culture within both sport industries and broader society alike.