Under Armour launches Curry Brand to take on Nike's Jordan Brand, but timing is not idealDaniel Roberts
Mon, November 30, 2020, 3:02 PM CST·5 min read
Under Armour hopes it has found its answer to Nike’s mega-successful Jordan Brand.
Seven years after Golden State Warriors star Steph Curry switched from Nike to Under Armour, the Baltimore-based sportswear brand is creating an entirely separate brand around him, with its own new logo. (Curry’s alma mater Davidson University is already wearing jerseys with his new logo.)
Under Armour (UAA) will launch Curry Brand on Dec. 1, the company announced on Monday, and has pushed up the launch of the next Curry signature basketball sneaker to Dec. 11, in time for the holiday shopping season and shortly before the 2021 NBA season tips off on Dec. 22.
The standalone brand will start with basketball and golf sneakers and apparel, and will eventually extend to other sports. It will also have a charitable element: a portion of Curry Brand’s annual revenue “will be invested in under-resourced communities,” the company said. And Curry Brand “aims to create at least 20 safe places to play” and “support 125 programs that impact young athletes” by 2025.
Under Armour hopes it has found its answer to Nike’s mega-successful Jordan Brand in new brand with Steph Curry.