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

Jordan Brand might have some competition in the form of Curry Brand — at least that’s what Under Armour hopes.

Under Armour announced Monday the launch of Curry Brand, a Stephen Curry-specific branding akin to what Nike has thrived with for decades with the Michael Jordan-specific Jordan Brand. The new brand will launch this week at CurryBrand.com and feature shoes and clothes for a number of sports, including basketball and golf. The Golden State Warriors’ star guard Curry originally signed with Under Armour in 2013.

“This also gives Stephen something to really engage in,” Under Armour Chief Executive Patrik Frisk told CNBC. “… He’ll be actively involved in the development of the product. And we’re so excited to see one of our athletes being so involved in the product.”

According to CNBC, performance basketball footwear will be available from Curry Brand on Dec. 11.

Under Armour is looking to expand its reach back into younger demographics. Male teens surveyed by Piper Sandler recently listed Under Armour No. 1 on a list of brands “no longer worn,” and that same companie’s survey “Taking Stock with Teens” ranked Under Armour’s footwear as 11th most popular, while Nike’s is No. 1. 

Jordan Brand, which was created in 1984, now brings in more than $3.5 billion annually for Nike, according to CNBC. 

The Curry Brand will also feature a community mission as part of its goals, hoping to make sure that more kids have access to sports. That’ll start in the Oakland Unified School District, where Curry Brand will launch basketball at each middle school. 

“What we want to try to do is change the game for good. And that’s how Stephen is thinking about it, and we truly believe that is an opportunity for us,” Frisk told CNBC. “So it goes beyond the actual sales of product. But, the sales of product are important because we’re going to take part of the sales and actually invest that back into this program.”

Curry has already had signature shoes with Under Armour for a number of years, with the most recent iteration being the Curry 7. The Curry Brand launch comes in the lead-up to the holiday season and also to the pushed-back start of the NBA season, which is slated to begin Dec. 22.

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