Curry Brand


Curry Brand is a brand launched by NBA star Stephen Curry in November 2020. The brand was a sub-brand of Under Armour, until their partnership ended in November 2025. The brand focuses on basketball performance footwear, apparel, and accessories. Curry Brand is positioned as a competitor to Nike's Jordan Brand.

History

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.
After a 12-year partnership between Stephen Curry and Under Armour, in November 2025, the two agreed to part ways with Curry maintaining sole ownership of the brand and being free to find another retail partner.

Collaborations

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

Logo

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.

Product line

The product line includes basketball shoes.

Models

Reception

The launch of Curry Brand was met with significant media attention, with many drawing comparisons to Nike's Jordan Brand. 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. 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.

Sponsorships

Basketball

From the Curry Brand Official Press Releases:
  • De'Aaron Fox
  • MiLaysia Fulwiley
  • Keisei Tominaga
  • Davion Mitchell
  • Jacob Zhu