Steph Curry is deepening his commitment to Under Armour with a new longterm deal. While precise terms of the deal weren’t revealed, ESPN reports that the new contract will extend past whenever Curry decides to retire and could be one of the richest-ever endorsement deals in sports. He’ll also receive the title of president of Curry Brand, which launched in 2020 and is akin to Jordan Brand under Nike, and receive additional resources to help grow the brand.
This year marks Curry’s 10th with Under Armour, and the same number of signature sneakers has made Steph just the ninth NBA player to go into double digits. Curry’s line is in the top five highest-grossing in the league, with 22 players total currently having signature shoes. Under Armour’s current deal with Curry was set to expire in 2024, and the two have been negotiating for more than a year to extend their relationship.
“We started with the signature business, and with the opportunity to deepen the partnership, with an expectation of it going past my playing days and the added investment in the great things that we both bring to the table, it’s an exciting time to strengthen that partnership,” Curry told ESPN. “We understand that it’s a mutually beneficial venture to do some great things, build a great roster, build more scale to the business and create great storytelling.”
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