Stephen Curry’s Game-Changing Move to Under Armour Redefined Athlete Branding

In 2013, NBA star Stephen Curry made headlines by leaving Nike to sign with emerging athletic brand Under Armour—a decision that would become a defining moment in his business career and reshape the sports apparel landscape. Despite Nike’s dominance in the basketball market at the time, Curry’s pivot to Under Armour ushered in a new era of athlete empowerment and brand development.

At the time of the switch, Nike held a commanding presence in the NBA sneaker market, while Under Armour was relatively unknown in basketball. Yet the company’s underdog ethos, coupled with a series of strategic missteps by Nike, opened the door for what would become a transformational partnership.

“We’re the underdog brand. 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,” said Under Armour founder and CEO Kevin Plank.

Basketball and net | Source: Pexels

Curry’s decision was influenced in part by his Golden State Warriors teammate Kent Bazemore, who was already signed with Under Armour. The company made a calculated effort to impress Bazemore with what Plank described as “shock and awe of product, service, story, love, hug.” Noticing the attention Bazemore received, Curry reportedly questioned why his Nike deal lacked similar enthusiasm.

Further complicating Nike’s position was a poorly executed pitch meeting in which executives mispronounced Curry’s name and presented a slideshow that mistakenly included references to Kevin Durant. Nike offered Curry $2.5 million annually and declined to match Under Armour’s $4 million proposal.

The long-term implications of Curry’s choice have been substantial. Since joining Under Armour, Curry has released twelve signature shoes and developed a full line of apparel under his name. In 2023, the company solidified its commitment by naming him president of the newly established Curry Brand. The agreement also granted him 8.8 million shares of Under Armour stock—valued at $75 million at the time—alongside additional incentives.

Despite the partnership’s success, Under Armour has weathered business turbulence. The company’s stock has dropped significantly from a 2016 peak of $45.41 to under $6 per share. Some believe this has limited Curry’s broader commercial reach. “In all honesty, if he would have stayed with Nike, his business would be a monster right now. A monster,” said Dallas Mavericks General Manager Nico Harrison, a former Nike executive, in a 2022 interview.

Man playing basketball | Source: Pexels

Curry, however, sees the relationship as foundational to his growth beyond basketball. “It was the first time I really took an equity position in the company,” he told CNBC. “Then you started to understand how every decision that you make… create[s] value.”

The Curry Brand also reflects the athlete’s commitment to social impact. His motto, “elevate the under,” guides philanthropic efforts targeting underserved communities. A portion of the brand’s revenue supports local initiatives, including the refurbishment of basketball courts like Oakland’s McClymonds High School, which recently received NBA-grade facilities.

“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. Twelve years after his headline-making decision, Curry’s partnership with Under Armour stands as a pioneering example of athlete-driven brand building.