Why Did Stephen Curry Sign With Under Armour?

Morgan Wolf

Steph Curry Sign With Under Armour

When it comes to basketball, few names resonate as strongly as Stephen Curry. Known for his incredible shooting skills and record-breaking performances, Curry has captured the attention of fans worldwide. 

But it’s not just his on-court abilities that make him fascinating; it’s also his business decisions off the court. 

One of the most notable decisions in his career was signing with Under Armour, a move that raised eyebrows and sparked curiosity among basketball enthusiasts. 

In this article, we will delve into the reasons behind Curry’s decision to join forces with Under Armour and explore the factors that influenced this pivotal move. So, stay focused. 

Who Is Steph Curry?

Before we dive into the specifics of Curry’s partnership with Under Armour, let’s briefly introduce the man himself. Stephen Curry, born on March 14, 1988, in Akron, Ohio, is an American professional basketball player. 

He attended Davidson College, where he showcased his exceptional shooting skills and led the Wildcats to a memorable NCAA tournament run.

In 2009, he declared for the NBA draft and was selected by the Golden State Warriors, a franchise that would become synonymous with his name.

From his early years in the league, Curry displayed a style of play that was both electrifying and innovative. With his lightning-quick release, exceptional ball-handling skills, and unparalleled shooting accuracy, he revolutionized the game of basketball. 

The Career of Steph Curry in Basketball

Steph Curry, widely regarded as one of the greatest basketball players of all time, has had a remarkable career that can be divided into several distinct phases. 

From his early days in college to his dominant reign in the NBA, Curry’s journey is a testament to his unparalleled skills, perseverance, and impact on the game.

College Stardom

Steph Curry burst onto the national basketball scene during his college years at Davidson College. As a member of the Wildcats, Curry showcased his extraordinary shooting abilities and led his team to unprecedented success. 

In his sophomore season, he averaged an impressive 25.9 points per game, catching the attention of basketball enthusiasts across the country. Curry’s ability to shoot from long range, combined with his quickness and ball-handling skills, made him a formidable force at the college level.

NBA Draft and Early Challenges

NBA Draft and Early Challenges

Source: goldenstateofmind.com

In 2009, Curry declared for the NBA Draft and was selected as the 7th overall pick by the Golden State Warriors. The early years of his NBA career were marked by a series of injuries, including ankle problems that sidelined him for significant periods. 

However, even amidst these challenges, Curry displayed flashes of brilliance, demonstrating his potential as a future star.

Rise to Stardom

The 2012-2013 season marked a turning point in Curry’s career. He emerged as a true superstar and a game-changer for the Warriors. Curry’s deep shooting range, remarkable accuracy, and dazzling dribbling skills left opponents in awe. 

In the 2014-2015 season, he led the Warriors to their first NBA championship in 40 years and was named the league’s Most Valuable Player (MVP). This marked the beginning of an extraordinary run of success for both Curry and the Warriors.

Revolutionizing the Game

Curry’s impact on the game of basketball cannot be overstated. His unparalleled shooting ability, particularly from beyond the arc, forced teams to adapt their defensive strategies. 

He shattered records, including the single-season record for three-pointers made, and popularized the concept of shooting from long range as a primary offensive weapon. 

The term “Curry Range” became a common phrase to describe shooting from well beyond the three-point line.

Multiple MVP Awards and Championships

Curry’s success continued to soar in subsequent seasons. He became the first unanimous MVP in NBA history in 2016, solidifying his place among the all-time greats. 

In the 2016 and 2017 NBA Finals, the Warriors, led by Curry, captured back-to-back championships. These victories further cemented his status as one of the premier players in the league.

Career Reinvention and Legacy

As the years went by, Curry continued to evolve and refine his game. He adapted to new challenges and maintained his status as a dominant force.

With his incredible shooting, improved playmaking, and leadership skills, he propelled the Warriors to multiple playoff runs and remained a perennial MVP candidate. 

Alongside his individual accolades, Curry’s impact on the game extended beyond the court, inspiring a new generation of players to embrace long-range shooting and play with unbridled joy.

Why Did Stephen Curry Sign With Under Armour?

Why Did Stephen Curry Sign With Under Armour

Now, let’s explore the key reasons behind Curry’s decision to sign with Under Armour. 

This move was significant because, at the time, Under Armour was not a dominant player in the basketball market, which was largely dominated by the likes of Nike and Adidas. 

However, Curry saw an opportunity for growth and alignment with Under Armour’s values. Let’s examine the factors that influenced his decision in detail.

Mutual Value and Brand Synergy

One crucial aspect of Curry’s partnership with Under Armour was the shared values and vision between the player and the brand. 

Under Armour prides itself on its commitment to innovation, performance, and excellence, qualities that resonate strongly with Curry’s own approach to the game. 

The alignment of values and the potential for collaboration played a significant role in Curry’s decision to join forces with Under Armour.

Under Armour’s Approach to Innovation

Under Armour’s dedication to innovation and its focus on creating cutting-edge products were factors that appealed to Curry. 

The brand’s emphasis on leveraging technology to enhance performance resonated with his own commitment to constantly improving and pushing the boundaries of what is possible on the court. 

Curry saw the opportunity to work closely with Under Armour’s product development team to create signature shoes and apparel that catered specifically to his playing style.

Nike’s Mistakes

Curry’s decision to sign with Under Armour also stemmed from his disappointment with Nike. At the time, Curry was with Nike, but he felt undervalued and overshadowed by other athletes within the brand. 

Nike reportedly made a lowball offer to Curry, which fueled his motivation to explore other options. 

This perceived lack of appreciation from Nike pushed Curry to seek a partnership that would prioritize his individual brand and elevate his status in the basketball market.

His Daughter Riley’s Choice

Curry’s daughter, Riley, played an unexpected role in his decision-making process. During the 2015 NBA playoffs, Riley gained widespread attention for her adorable appearances during her father’s post-game press conferences. 

In one memorable moment, she was seen wearing a pair of Under Armour sneakers. 

This coincidental endorsement from his own daughter sparked Curry’s curiosity and prompted him to investigate the brand further. 

The positive association between Riley and Under Armour played a part in his decision to explore a potential partnership.

Better Opportunities

Signing with Under Armour presented Curry with unique opportunities for growth and leadership. With the brand’s focus on basketball, he saw the chance to become the face of Under Armour’s basketball division and lead its expansion efforts in the sport. 

This level of visibility and influence was an attractive proposition for Curry, who saw the potential to shape the future of the brand’s basketball offerings and leave a lasting impact on the industry.

Cultural Impact

Curry’s decision to sign with Under Armour also aligned with his desire to make a cultural impact. 

Under Armour, as a relatively new player in the basketball market, provided Curry with the platform to challenge the status quo and disrupt the traditional dominance of Nike and Adidas. 

Curry saw the opportunity to inspire young athletes and demonstrate that success could be achieved with different brands, thereby encouraging diversity and competition within the industry.

Under Armour’s Support and Marketing Strategy

Under Armour’s commitment to supporting Curry’s goals and its strategic marketing approach also played a role in his decision. 

The brand showed a genuine interest in building a long-term partnership and providing Curry with the resources and support needed to thrive both on and off the court. 

Under Armour’s marketing strategy focused on highlighting Curry’s unique qualities and engaging with fans on a personal level, which resonated with his desire for authenticity and connection.

Financial Considerations

While the financial details of Curry’s partnership with Under Armour were not publicly disclosed, it is safe to assume that financial considerations were also a factor. 

Under Armour likely presented a compelling financial package that matched or exceeded the offers from other brands. 

However, it is important to note that Curry’s decision was not solely motivated by financial gain but rather by the overall value and alignment he saw in the partnership.


Did Steph Curry sign with Under Armour when he was still under contract with Nike?

No, Curry signed with Under Armour after his contract with Nike had expired. He had become dissatisfied with Nike’s handling of his brand and felt undervalued, leading him to explore other options.

How did Riley Curry influence Steph’s decision to sign with Under Armour?

During the 2015 NBA playoffs, Riley was seen wearing a pair of Under Armour sneakers. This serendipitous endorsement sparked Curry’s curiosity and prompted him to investigate the brand further, ultimately influencing his decision to explore a partnership with Under Armour.

What made Under Armour an attractive option for Curry despite not being a dominant player in the basketball market?

Under Armour’s commitment to innovation, shared values, and the opportunity to shape the brand’s basketball division were key factors that attracted Curry. 

He saw the potential for growth, leadership, and cultural impact with Under Armour.

Did financial considerations play a role in Curry’s decision to sign with Under Armour?

While financial details were not publicly disclosed, it is reasonable to assume that financial considerations were a factor. 

However, Curry’s decision was driven by more than just financial gain; it was influenced by the overall value and alignment he saw in the partnership.

How has Curry’s partnership with Under Armour impacted his brand and the basketball market?

Curry’s partnership with Under Armour has elevated his brand and solidified his status as a global basketball icon. 

It has also disrupted the dominance of traditional brands like Nike and Adidas, encouraging diversity and competition within the basketball market.

Bottom Line

Stephen Curry’s decision to sign with Under Armour was a strategic move that aligned with his values, ambitions, and desire to make a cultural impact. 

The mutual value, innovative approach, and support offered by Under Armour, combined with the perceived missteps of Nike, played significant roles in Curry’s decision. 

The influence of his daughter Riley, the better opportunities presented by Under Armour, and the brand’s marketing strategy further reinforced his choice. 

So, the partnership between Curry and Under Armour has proven to be a successful collaboration, elevating both Curry’s brand and Under Armour’s presence in the basketball market. Best wishes. 

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Morgan Wolf

Journalist with experience covering the intersection of sports with business. Demonstrated expertise in digital, video and social media content covering major sports including soccer, NBA, NFL, MLB, tennis and Olympic sports. But basketball is his passion. Specialties: expert for sports related content management LinkedIn