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De'Aaron Fox Becomes The First NBA Player To Sign With Stephen Curry's Line At Under Armour

Stephen Curry’s brand is officially expanding its roster. On Oct. 26, the NBA star announced that Sacramento Kings’ De’Aaron Fox has signed an endorsement deal with his Under Armour brand. View this post on Instagram A post shared by Wardell Curry (@stephencurry30) According to sports reporter Shams Charania, Fox is the first NBA player to sign with Curry Brand. Sacramento Kings All-Star guard De’Aaron Fox is finalizing an endorsement deal with Curry Brand, becoming the first NBA player to sign with Stephen Curry’s signature line at Under Armour, sources tell @TheAthletic @Stadium . — Shams Charania (@ShamsCharania) October 26, 2023

Oct 26, 2023

How Stephen Curry’s Daughter Riley Played A Role In His Lucrative Endorsement Deal With Under Armour

Stephen Curry can thank his daughter Riley for his choice to do business with Under Armour.

Sep 12, 2023

How Under Armour's Flow Technology Is Improving Stephen Curry's Performance On The Court

The style and construction of shoes are certainly important, but technology also plays a major role. Under Armour’s partnership with Curry Brand has aggressively leaned into elevating their releases over the years with the help of flow technology.

Jun 14, 2023

Stephen Curry Inks Potential 'Lifetime Deal' With Under Armour Set To Last Beyond His NBA Career

Stephen Curry has just closed in on what could be a historical deal.

Mar 30, 2023

Stephen Curry Set To 'Potentially' Lock In A $1B Lifetime Contract With Under Armour, Report Says

Creating deep ties with Under Armour is paying off for Stephen Curry, literally.

Sep 14, 2022

Under Armour Announces New Collegiate Program With Scholarships For HBCUs

Young athletes are the future of sports, and Under Armour has unveiled new initiatives to support their journeys. The sportswear company’s mission is to help millions of youth by 2030. To achieve this, it announced that it’s working to improve training and access to sports for teenagers including a new collegiate program for Historically Black Colleges and Universities (HBCUs), AdAge reports. “Under Armour is committed to sports at all levels and will continue providing our innovative products to all athletes, while also continuing to offer events and experiences that recognize and elevate athletes as they work towards their daily goals,” said an Under Armour spokeswoman. “We understand that to get to the collegiate level, you need to have access to sport at a young age, which is why we are making this commitment to support more youth athletes on their journey to compete.”

Jan 27, 2022

This Photographer Just Launched A Black History Month Capsule Collection With Under Armour

Baltimore-based athletic hub Under Armour has announced the launch of its latest endeavor — a capsule collection alongside homegrown photographer Devin Allen in honor of Black History Month. In an effort to celebrate the strength of Black culture through sports, the UNDR ARMR x DVNLLN collection — which includes youth, adult apparel, and unisex footwear — aims to honor Baltimore’s roots as seen through the lens of Allen and his vision for the city. The collection, described as a love letter to Baltimore, captures Allen’s original photography of the city’s youth athletes as well as its “grit, grime, and spirit of resilience with a minimalist color palette, textures and materials echoing the streets and Allen’s photography,” according to the company. This new collaboration is a huge step for Baltimore and gives the city a chance to have their stories both seen and heard. “I wanted people from places like Baltimore, Oakland, Chicago, and Detroit to be proud of their cities,” said Allen...

Jan 29, 2021

NBA Champ Steph Curry Lands His Own Under Armour Brand Deal to Compete With Nike

Steph Curry is known for being a game-changing athlete to the basketball world who has arguably changed the way the game has been played recently. Now he’s switching gears to make an even bigger splash in the athletic apparel industry to compete with the likes of Nike’s Jordan brand. According to an announcement from Under Armour, the brand has landed a partnership deal with the three-time NBA champion and two-time MVP to launch the Curry Brand — a purpose-led performance brand with a goal to ensure every young person has access to sports gear.   View this post on Instagram   A post shared by Wardell Curry (@stephencurry30) “Curry Brand is about changing the game for good. It’s achieving greatness no matter what your circumstances are,” according to the brand’s landing page . “It’s about pushing yourself to the limits…it’s about impact at the end of the day.” For years, the Under Armour brand has committed its work to making athletes better, both on and off the court. Now through...

Dec 1, 2020

Storm Reid and Steph Curry’s Sneaker Partnership Celebrates the Next Generation of Women

In the spirit of Women’s History Month, HBO’s “Euphoria” actress Storm Reid and basketball superstar Steph Curry are teaming up with athletic brand Under Armour to deliver an International Women’s Day sneaker collaboration. The new colorway from Curry’s existing Under Armour partnership was partially inspired by Reid’s Bamazing initiative to help empower young girls. Bamazing was founded by Reid and Robyn Simpson to help uplift the youth and promote positivity through self-love. “I launched my Bamazing initiative with a goal to encourage young girls that they are truly capable of anything. They can and should be themselves, perfectly imperfect! I think it’s so important to uplift and celebrate women in order for us all to continue to thrive. I appreciate both Stephen and Under Armour teaming up with me to help spread these messages to girls everywhere,” Reid said. In a written statement , Curry said: “I am continuing my commitment to providing a platform to empower young women in...

Mar 10, 2020

Harley-Davidson Vet Is Now Under Armour's Head of HR

Under Armour, the Baltimore-based athletic wear company, has announced industry veteran Tchernavia Rocker as its new Chief People and Culture Officer. Rocker will oversee the company’s entire human resources operation. Rocker spent nearly 20 years as a human resources executive at Harley-Davidson and led the company’s strategic plans on organizational effectiveness, employee value proposition and experience. Prior to her time with Harley-Davidson, Rocker served in HR and operations roles at Goodyear Dunlop North America Tire Inc. “Under Armour is designed for resilience and over the past two years, our global team has worked tirelessly to transform our business – operationally, strategically and culturally,” Under Armour Chairman and CEO Kevin Plank said in a press release. The position comes after the company was criticized for its lack of gender diversity in a scathing a report by the Wall Street Journal that cited behavior at the company that women employees found demeaning....

Jan 30, 2019