Stephen Curry, the standout player for the Golden State Warriors, credits his long-term partnership with Under Armour to his daughter Riley. In the midst of numerous offers from various brands in 2013, Curry found himself in a dilemma. This was during a season where he was averaging 22.9 points per game and leading his team to the playoffs for the first time. In a lighthearted moment at his agent’s house in LA, Curry involved his two-year-old daughter Riley in the decision-making process.
“I had all these shoes I was testing out laid out in front of me, from Nike to Adidas to Brand Black, and of course Under Armour. I called Riley over, asking her to pick her favorite and hand it to me,” Curry shared in a conversation with ESPN’s Nick DePaula on “The Sneaker Game.”
He went on to share, “I was surprised to see my daughter’s assertiveness at just 2 years old. Instead of simply choosing the first option given to her, she went through a process of elimination. She rejected the first three choices, threw them aside, then picked up the Spawn and handed it to me. That moment sealed the deal.”
As a result of his daughter’s choice, Curry signed a deal with Under Armour in 2013, starting at $4 million annually and eventually reaching $20 million per year, as reported by NBC Sports. Over the years, the four-time NBA champion has grown alongside the brand, leading to the launch of the Curry Brand by Under Armour in 2020.
Recent reports from CNBC revealed that Curry has been appointed as the president of Under Armour’s Curry Brand. He will be involved in developing new products for basketball, golf, women, youth, and sports fashion categories.
Under Curry’s new contract with Under Armour, he is committed to being an integral part of the brand even after he retires from playing, similar to lifetime deals that Nike has with Michael Jordan and LeBron James. Additionally, Curry holds the distinction of being the first athlete in Under Armour’s history to release ten signature shoes during their partnership.
Reflecting on the partnership, Curry expressed his confidence in the relationship, stating, “The past decade has shown me the great things we can achieve together. Back in 2013, we took a chance on each other, and I’m fully committed to continuing this journey together.”