Stephen Curry & Under Armour: The Nike Deal Loss
Explore teh seismic shift in the sneaker industry sparked by Stephen Curry’s move to Under Armour in 2013, a decision that challenged Nike’s dominance. This bold move not only revolutionized the sneaker market but crucially boosted Curry’s brand and, substantially, impacted under-resourced communities through the Curry Brand initiatives. Discover the key role of Kent Bazemore and a fateful Nike presentation that reshaped the athlete’s trajectory. As President of his own brand under Under Armour, Curry expanded his investment in community programs, which has trained thousands of coaches and impacted hundreds of thousands of children globally. News Directory 3 delivers the inside story. See how Curry’s partnership still faces obstacles when it comes to overall valuation. Discover what’s next for Curry’s legacy both on and off the court.
Stephen Curry’s Under Armour Deal: A Sneaker Industry Game Changer
Updated June 03, 2025
In 2013, Stephen Curry, then a rising NBA star, made a surprising move, choosing under Armour over industry giant Nike. At the time, Nike reigned supreme in the basketball sneaker market, while Under Armour was a relative unknown in the sport.
Under Armour’s founder and CEO, Kevin Plank, emphasized the brand’s underdog ethos: “We’re for the ones that were maybe born not big enough or tall enough or fast enough, or strong enough, or smart enough or clever enough.”
Curry’s decision was influenced partly by his Golden State Warriors teammate, Kent Bazemore. Plank targeted Bazemore, showering him with Under Armour products and attention. This piqued Curry’s interest, who felt less prioritized by Nike.
Stephen Curry and Kent Bazemore celebrate a Warriors win in 2021. (Thearon W. Henderson | Getty Images)
beyond Bazemore’s influence,a botched Nike presentation, where executives mispronounced Curry’s name and used outdated materials, further pushed him toward Under Armour. Under Armour offered Curry a $4 million annual deal, while Nike declined to match their $2.5 million offer.
Today, Curry has released numerous signature shoes and apparel lines with Under Armour. In 2023, he signed a long-term extension,becoming president of the Curry Brand,a division within Under Armour.
As part of the deal, Curry received 8.8 million Under Armour shares, then valued at $75 million, alongside other incentives.
However, Under armour has faced challenges, with its stock price declining from a high of $45.41 in 2016 to under $6. Some speculate this has impacted Curry’s off-court business potential.
Nico Harrison, former Nike sports marketing director and current Dallas Mavericks general manager, suggested that Curry’s business ventures might have been more prosperous had he remained with Nike.
Curry said his relationship with Under Armour shifted his perspective on his off-court ventures. He emphasized the importance of equity and leveraging his brand to create value.
Curry also connected with Under Armour’s underdog message, resonating with his own experience as a smaller player in the NBA.
A key component of Curry’s Under Armour contract involves investing a portion of the Curry Brand’s revenue in under-resourced communities, including Oakland, California, where he lived after joining the Warriors in 2009.
During an NBA All-Star Weekend, Curry and Under Armour celebrated their 20th court refurbishment at oakland’s McClymonds High School, providing new equipment and facilities.
Under Armour reports that the curry Brand has trained 15,000 coaches,supported 125 basketball programs,and positively impacted 300,000 children globally.
Curry also supports minority golfers through his Underrated Golf Tour, funded by sponsors like Under Armour, which hosts regional tournaments for junior golfers of color.
“the way that I tried to be a trailblazer on the court, we want to do the exact same thing … leveraging that impact when it comes to what it does for the community,” Curry said regarding his commitment to community impact.
What’s next
The Curry Brand is expected to continue expanding its reach, focusing on both performance footwear and apparel and community initiatives, solidifying Stephen Curry’s legacy both on and off the court.