Stephen Curry and Under Armour are deepening their relationship.

Ten years after the NBA star and the sports brand teamed, Curry has stepped as much as grow to be president of the Curry Brand and can work to grow that as well the larger Under Armour business.

Although much of the product over the past decade has been centered around sneakers, the Curry Brand offers footwear and apparel within the basketball, training and golf categories. The following phase of the partnership will concentrate on recent and existing categories across a wide range of sports, from basketball and golf to womenswear, youth and sportstyle product.

The 35-year-old Golden State Warriors point guard may even serve in an advisory role for the corporate that may include marketing the brand as an entire and expanding the Under Armour athlete roster. Although terms weren’t disclosed, the brand new agreement might be certainly one of the richest endorsement deals in sports once annual base pay, stock equity, royalties on signature products and on-court incentive bonuses are tallied, in line with ESPN. It may well also exceed what he makes from the NBA, a deal that may pay him greater than $473 million through the 2025-26 season, the network said.

“If the past 10 years have shown me anything, it’s that Under Armour and I can construct great things together,” Curry said. “It’s all about impacting athletes and creating products that perform and resonate with them, and Under Armour does it best. In 2013 we bet on one another, and I’m all in on taking this next step together.” 

Although footwear sales at Under Armour have improved because the corporation puts more effort into the category, Curry’s shoes have been criticized through the years for his or her design and lack of technology. In 2016, his signature sneaker was lambasted on social media as “Chef Curry” shoes because they were white. However the NBA star shrugged off the criticisms and, the truth is, will probably be reintroducing the model because the Curry 2 Low FloTro, complete with colourful design accents, on April 1, in line with Sports Illustrated.

“Stephen is certainly one of the best talents of our generation,” said Kevin Plank, executive chair and brand chief of Under Armour. “At his core, he embodies what it means to be an Under Armour athlete and is an integral a part of the Under Armour family. We’re excited to maintain constructing together, bringing much more innovation and inspiration to athletes across the globe.”

Under Armour and Curry have released 10 signature shoes in the last decade for the reason that partnership began, each with a design nod to memorable moments in his NBA profession. The Curry Flow 10, which was released this past fall, marked a milestone, making Curry only the ninth athlete in history — and Under Armour’s first — to release 10 signature shoes.

In 2020, the 2 teamed to introduce UA Flow, a cushioning technology utilized in each his signature line in addition to other Under Armour footwear.

Along with product, the partnership includes increased funding for community impact efforts designed to create opportunities, access and equity for the subsequent generation of athletes.

The Curry Brand, which launched in 2020, already worked with Under Armour to refurbish 10 courts, train 2,500 coaches, support 77 programs and impact greater than 72,000 young athletes. The goal is to renovate 20 secure places to play, train 15,000 coaches and supporting 125 programs to affect 100,000 youth by 2025. 

“Belief is a giant a part of who I’m on and off the court,” Curry said. “I feel within the Curry Brand and Under Armour, the team now in place and what we’re doing together. We share a vision for a giant future ahead.”

“I’m excited to be joining Under Armour at this pivotal time, especially with the warmth and the influence that Stephen will bring for us,” said Stephanie Linnartz, the newly named president and chief executive officer of Under Armour. “I stay up for working closely with Stephen and the Curry team as we concentrate on the subsequent chapter of accelerated growth across the Under Armour brand.”

Curry is certainly one of the best profile athletes on the Under Armour roster that features Lindsay Vonn, Tom Brady, Jordan Spieth and Dwayne “The Rock” Johnson.