Stephen Curry is sticking with Under Armour Inc. for the long haul, extending his contract with the athletic brand through 2024.
“I’m looking forward to being part of the brand’s story for the rest of my playing career and beyond,” said Curry, who teamed up with Under Armour in 2013 and launched his signature basketball shoe, the Curry One, and apparel collection in February.
Curry has been an especially hot property this year after leading the Golden State Warriors to their first National Basketball Association championship in 40 years. The 27-year-old guard was named the league’s most valuable player. He also signed a deal with Express this year.
Adam Peake, the company’s executive vice president of global marketing, called Curry a “once-in-a-generation talent” and said he could help “ignite the growth of Under Armour in the sport of basketball and around the world.”
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Last month, Under Armour reached a 10-year partnership with the NBA, which extended marketing rights to Asia and allowed the brand to promote Curry in Greater China using uniforms and league marks.
Under Armour said the Curry One has nearly sold out and that the Curry Two, which was recently introduced in Asia, will come to the U.S. next month.
Fans will not only be seeing a lot more of Curry and Under Armour, but will get a chance to follow his training schedule, at least digitally.
“Curry will continue to play a central role in global brand marketing campaigns, including training, lifestyle offerings and Under Armour’s Connected Fitness platforms,” the company said. “Curry’s integration into the brand’s suite of Connected Fitness apps, which will help elevate his game and enhance his fitness regimen, will include designing new training programs that will be available for all consumers.”