Steph Curry, who rejected Nike, outlines his plan for Curry Brand to compete with Air Jordan.

Steph Curry’s journey with Under Armour and the creation of his Curry Brand is a testament to his long-term vision and entrepreneurial spirit. Here’s a breakdown of how it all started and what Curry envisions for his brand:

1. Initial Decision to Join Under Armour:
   Back in 2013, Curry made a significant business decision when he chose to sign with Under Armour over a similar deal offered by Nike. At the time, Under Armour wasn’t known for its basketball gear, which presented a risk but also an opportunity. Curry explained that he was drawn to the potential for growth, as Under Armour’s basketball roster was sparse, offering him a chance to build the category from scratch.
2. Building the Brand:
   Curry’s decision to take that risk has paid off, as he has become the face of Under Armour’s basketball division. Over the next several years, Curry helped grow the brand, eventually leading to the creation of the Curry Brand in 2020. This brand, similar to Nike’s Air Jordan line with Michael Jordan, includes a full range of basketball shoes, apparel, and accessories. Curry’s involvement with the brand goes beyond just being its face; he is the president of the Curry Brand, ensuring its future beyond his playing career.
3. Vision and Long-Term Goals:
   Curry sees Curry Brand as more than just a line of shoes. He wants to build a legacy similar to Michael Jordan’s Air Jordan line, which has become a cultural and sports icon. While acknowledging the comparison to Jordan, Curry emphasized that the journey with Curry Brand is a marathon, and he’s focused on making it a success over time. He understands the importance of both on-court performance and cultural relevance, something Jordan established with his brand.
4. Legacy and Future:
   Curry’s ultimate goal is for Curry Brand to stand alongside the biggest names in sportswear and create something lasting that can thrive even after his NBA career. His decision to team up with Under Armour and develop his own brand mirrors Jordan’s approach with Nike, focusing on building something that transcends just being a product line to become a symbol of success, innovation, and culture.

Curry’s long-term vision for Curry Brand highlights his ambition not just as an athlete, but as a businessman looking to shape a brand that will endure well beyond his playing days.