Under Armour has extended its deal with NBA superstar Steph Curry, one of the Baltimore brand’s most high-profile athletes for a decade.
The sports apparel and footwear maker said Thursday it reached an “enhanced” agreement with the Golden State Warriors point guard and four-time NBA champion that will help the brand capture market share, fuel business growth and create new global business opportunities.
Curry, known for his signature line of Under Armour basketball shoes, has been elevated to president of Curry Brand under the company’s umbrella. In that role, the athlete is expected to direct product development and business and marketing initiatives, and expand from basketball into other categories, including golf, women, youth and sportstyle.
“Stephen is one of the greatest talents of our generation,” Kevin Plank, Under Armour’s executive chair and brand chief, said in a news release Thursday. “He is an integral part of the Under Armour family.”
Under Armour did not disclose terms of the deal. According to reports in September, Curry had reportedly been close to reaching a potentially $1 billion lifetime extension of his Under Armour contract.
Curry has been an Under Armour athlete since 2013, releasing 10 signature Curry shoes and contributing to the development of product lines such as UA Charged, UA HOVR, UA Warp and UA Flow, a cushioning technology used in Curry shoes.
“If the past ten years have shown me anything, it’s that Under Armour and I can build great things together,” Curry said in the announcement. “It’s all about impacting athletes and creating products that perform and resonate with them, and Under Armour does it best.”