Curry Brand

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Curry Brand
IndustrySportswear, Footwear
FoundedNovember 30, 2020; 4 years ago (2020-11-30)
FounderUnder Armour and Stephen Curry
ProductsFootwear, Apparel, Accessories
ParentUnder Armour
Websitewww.underarmour.com/en-us/t/currybrand/

Curry Brand is a sub-brand of Under Armour, launched in partnership with NBA star Stephen Curry in November 2020. The brand focuses on performance footwear, apparel, and accessories. Curry Brand is positioned as a competitor to Nike's Jordan Brand.

History

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Curry Brand was officially announced by Under Armour on November 30, 2020, as part of a long-term partnership with Stephen Curry. The launch coincided with Under Armour's quarterly earnings report, which revealed $1.43 billion in revenue, flat compared to the previous year.[1]

Collaborations

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Curry Brand has collaborated with many brands and artists, including celebrities Dave Chappelle[2] and the Bruce Lee estate.[3]

Curry Brand has worked with streetwear brands and fashion houses, including fellow UA alumni and professional basketball player Brandon Jennings and his brand Tuff Crowd, and Stone Island.[4][5] In 2021, Curry Brand announced a partnership with Sesame Street to produce a seven-piece sneaker collection, called “Street Pack,” with different character-inspired versions of the Curry Flow 9.[6]

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The "Splash" logo is the result of a collaboration between David Bond, former head of the Curry Brand, and Stanley Hainsworth, Tether Agency. This is the same Seattle-based company that Curry collaborated with to work on the signature campaign launches for the Curry 4. The logo draws together Curry's initials ‘S’ and ‘C,’ in combination with the number ‘3’ identical to a hand gesture to symbolize Curry's ability to shoot the 3. Also, there's the "high wing" that is, as Curry says, is a "higher arc" which also resembles a halo drawing inspiration from Curry's faith.[7][8]

Product line

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The product line includes basketball shoes.

Models

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Model[9] Year Notes
Curry 1 2015
Curry 2 2015
Curry 2.5 2016
Curry 3 2016
Curry 3Zer0 2017
Curry 4 2017 Curry revealed the Curry 4 in the NBA Finals.[10] The Curry 4 received limited releases throughout October 2017, but were available globally October 27, 2017.[11] The Curry 4s are one of Curry's favorites in the series.[12] Similarly to Curry, many thought that the Curry 4s looked like one of the best Curry signatures to date.[10]
Curry 3Zer0 2 2018
Curry 5 2018
Curry 6 2019
Curry 7 2019 The Curry 7 was released November 1, 2019.[13] The Curry 7s are one of Curry's favorites in the series.[12]
Curry 8 2020 Labelled "Curry 'Flow' 8", this shoe is the first sneaker to be launched under the Curry Brand. Fred Dojan, Innovation VP of Footwear Development at Under Armour helped with design and development. During its three years of development, it was a collaboration between UA and Dow, which helped deliver UA’s proprietary "UA HOVR" cushioning. The shoe was released December 11, 2020.[14] The Curry 8s are one of Curry's favorites in the series.[12]
Curry 3Z5 2021
Curry 9 2022
Curry 10 2022
Curry 11 2023 The Curry 11 was initially teased at Curry's basketball camp in August 2023[15] and was released October 13, 2023, with the initial color way being called "Future Curry."[16]
Curry 12 2024 The Curry 12 was released in August 2024.[17]

Reception

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The launch of Curry Brand was met with significant media attention[citation needed], with many drawing comparisons to Nike's Jordan Brand.[citation needed] Analysts noted that the partnership with Stephen Curry could help Under Armour strengthen its position in the competitive sportswear market, particularly in the basketball category.[18] However, some critics questioned whether Curry Brand could achieve the same level of cultural and commercial success as Jordan Brand, given the latter's decades-long dominance.[citation needed]

Sponsorships

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Basketball

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From the Curry Brand Official Press Releases:[19]

See also

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References

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  1. ^ Thomas, Lauren (November 30, 2020). "Under Armour launches a brand with NBA star Steph Curry to better compete with Nike's Jordan". CNBC. Retrieved December 8, 2020.
  2. ^ Powell, Jon (14 March 2025). "Dave Chappelle narrates new advertisement celebrating Stephen Curry's 4,000 career 3-pointers". Yahoo Sports. Retrieved 16 July 2025.
  3. ^ "Curry Brand Honors Hollywood Icon Bruce Lee". Under Armour. 27 November 2023. Retrieved 16 July 2025.
  4. ^ Verry, Peter (8 November 2023). "Why NBA Veteran Brandon Jennings' Tuff Crowd Collaboration With Curry Brand Is a Full Circle Moment". Yahoo Life. Retrieved 16 July 2025.
  5. ^ Hernandez, Jovani (14 February 2025). "Stephen Curry "Gets the Badge in" with Curry Brand x Stone Island Collab". House of Heat°. Retrieved 16 July 2025.
  6. ^ Ilchi, Layla (15 October 2021). "Stephen Curry Teams With 'Sesame Street' on Sneaker Collection". Women's Wear Daily. Fairchild Publishing. Retrieved 16 July 2025.
  7. ^ "Curry Brand". Tether. Retrieved 17 July 2025.
  8. ^ DePaula, Nick (16 April 2022). "Stephen Curry // Behind The Signature Logo". Boardroom. Retrieved 17 July 2025.
  9. ^ Curry, Steph. "The History of All Steph Curry Shoes". The Fresh Press. Finish Line. Retrieved 16 July 2025.
  10. ^ a b Rooney, Kyle (2 June 2017). "Steph Curry Debuts The Under Armour Curry 4". HotNewHipHop. Retrieved 16 July 2025.
  11. ^ Destefano, Mike (25 October 2017). "The Curry 4 Will Finally Be Widely Available". Complex. Retrieved 16 July 2025.
  12. ^ a b c DePaula, Nick (30 March 2023). "10 shoes down: Stephen Curry reflects on his signature sneakers". Andscape. Retrieved 16 July 2025.
  13. ^ "Introducing the Curry 7". Under Armour. 24 October 2019. Retrieved 16 July 2025.
  14. ^ "Introducing the Curry Flow". Under Armour. 4 December 2020. Retrieved 16 July 2025.
  15. ^ Zawartko, Dominik (6 August 2023). "Stephen Curry launches latest signature Curry 11 sneakers". Clutch Points. Retrieved 16 July 2025.
  16. ^ "The Future of Curry Starts Now". Under Armour. 4 October 2023. Retrieved 16 July 2025.
  17. ^ Torres, Luis (14 August 2024). "The Under Armour Curry 12 Debuts This Fall". Nice Kicks. Retrieved 16 July 2025.
  18. ^ Young, Jabari (November 30, 2020). "Under Armour launches Curry Brand to compete with Nike's Jordan". CNBC. Retrieved December 8, 2020.
  19. ^ "Curry Brand Press Releases". Under Armour. Retrieved 16 July 2025.
  20. ^ Zawartko, Dominik (15 July 2025). "Spurs' De'Aaron Fox debuts his newest Curry Fox 2". ClutchPoints. Retrieved 17 July 2025.
  21. ^ Kesin, Lulu (10 February 2025). "South Carolina women's basketball guard MiLaysia Fulwiley debuts her custom Curry Brand shoes". Greenville News. Retrieved 17 July 2025.