The Underdog Rising: How Stephen Curry Transformed the Athletic Brand Landscape

In 2013, the world of sports branding experienced a seismic shift when basketball superstar Stephen Curry chose the underdog brand Under Armour over sports behemoth Nike—a decision that would shape both his career and the brand’s trajectory. At that time, Nike dominated the NBA sneaker market, while Under Armour was barely on the radar. Fast forward to today, and Curry’s partnership with Under Armour has stood the test of time, showcasing the power of strategic branding and community impact.

A Game-Changing Move

Curry’s leap to Under Armour was more than a mere endorsement deal; it symbolized a break from tradition. Under Armour founder Kevin Plank envisioned Curry as the brand’s first major star, adding a unique ethos of determination and resilience to its marketing narrative: "We’re the underdog brand… for those born not big enough, tall enough, fast enough, or strong enough." This message resonated deeply with Curry, who himself defied the odds—standing at only 6-foot-2 and 185 pounds in a league filled with towering giants.

The Turning Point

Curry’s decision was significantly influenced by his teammate Kent Bazemore, who had begun to attract attention with Under Armour’s innovative products. But it wasn’t all about team dynamics. A pivotal, botched Nike presentation, where Curry’s name was mispronounced and outdated slides were used, demonstrated a lack of respect and connection that pushed him toward Under Armour. The financial incentives also played their part—Under Armour’s offer of $4 million per year significantly outstripped Nike’s $2.5 million.

Transforming Under Armour

Twelve years later, the Curry Brand has evolved into a comprehensive line featuring footwear and apparel, underscoring the innovative spirit within Under Armour. Recently, Curry assumed the role of president of the Curry Brand, solidifying his commitment to not just the brand but also to its vision of uplifting under-resourced communities.

As part of his ambitions, Curry has used his contract to foster social change. Each year, a portion of the Curry Brand’s revenue is allocated to initiatives in underserved areas, reflecting Curry’s own upbringing in the Oakland community. During the 2023 NBA All-Star Weekend, Curry and Under Armour celebrated the refurbishment of their 20th court at McClymonds High School, providing top-tier facilities and training for young athletes. These efforts have positively impacted over 300,000 youth globally.

Challenges Ahead

Despite the successes, Under Armour has faced significant challenges, with stock prices plummeting from their 2016 high of $45.41 to under $6 today. Many speculate that this instability has hindered Curry’s potential to build a business empire comparable to his peers at Nike. As Nico Harrison, former Nike sports marketing director, suggested, "If he would have stayed with Nike, his business would be a monster right now."

Elevating the Underserved

However, Curry’s journey is not solely about personal success; it’s about redefining expectations for those <>under<> the spotlight. His mantra of "elevating the under" continues to inspire a new narrative in sports. Curry actively contributes to diversifying golf through his Underrated Golf Tour, funded by sponsors like Under Armour, which aims to nurture junior golfers of color.