Stephen Curry has long been dedicated to making basketball accessible on and off the court, and his
latest endeavour, a legacy brand powered by Under Armour will be no different.
Curry Brand, launching December 1, features footwear, apparel, and accessories backed by Under Armour’s performance product innovations. But there’s more to the brand than product, a percentage of Curry Brand’s yearly revenue will be invested in under-resourced communities.
The goals are as high-achieving as his basketball records: by 2025, the Curry Brand aims to create at least 20 safe places to play, support 125 programs that impact young athletes, and deliver opportunities to train more than 15,000 coaches, making an overall impact on more than 100,000 youth.
From a young age, Curry grew up surrounded by the power of sport and community. While playing in the NBA for the Charlotte Hornets, his father Dell Curry became increasingly active in the North Carolina community, and established The Dell Curry Foundation to support youth in the area.
While Stephen has followed in his father’s footsteps building a prolific career in professional basketball, he’s also done so as a philanthropist, making it a priority to give back to the community with he and his wife Ayesha’s youth focused family foundation, Eat. Learn. Play.
Under Armour has long been committed to its communities, athletes and youth and now consumers can get involved. When consumers choose Curry Brand they will be supporting its vision to bring the joy of sports to every kid, investing in creating opportunities and increasing access for youth sports.
Stephen has made youth his focus with his philanthropic efforts because he believes achieving success should not be dictated by circumstance. When it comes to athletics, less than 30% of youth ages 6 to 18 growing up in low-income households participate in organized sports, and low-income kids are six times more likely to quit sports because of financial costs. And now, as many sports programs impose increased fees and logistical hurdles in response to the coronavirus pandemic, experts anticipate participation will only decrease.
Curry Brand will first invest in the sport where Stephen built his platform, basketball. The following impact pillars will be the focus areas for Curry Brand investments:
• Safe Places to Play: Build inspiring spaces to learn and grow on and off the court. The brand will
invest in court refurbs and sustainable programming of those spaces.
• Programming and Product: Resources and products to support team sports through regional school
systems and local organizations.
• Coaching and Leadership Development: Investing in the recruitment and training of people to be
great sports coaches for kids in under-resourced communities.
