Curry Brand
| Company type | Subsidiary |
|---|---|
| Industry | Sportswear, Footwear, Apparel |
| Founded | November 30, 2020 |
| Founder | Stephen Curry (collaboration) |
Area served | Worldwide |
| Products | Basketball footwear, apparel, accessories |
| Parent | Under Armour |
Curry Brand is a subsidiary label of Under Armour, introduced in collaboration with NBA athlete Stephen Curry in November 2020. This line specializes in high-performance footwear, apparel, and accessories. It is strategically positioned to rival Nike's Jordan Brand.
History
On November 30, 2020, Under Armour officially unveiled Curry Brand as part of a long-term alliance with Stephen Curry. The announcement coincided with Under Armour's quarterly financial results, reporting revenues of $1.43 billion, remaining steady compared to the prior year.
Collaborations
Curry Brand has partnered with a variety of artists and brands, including comedian Dave Chappelle and the estate of martial arts legend Bruce Lee.
The brand has also joined forces with streetwear labels and fashion designers, featuring collaborations with fellow Under Armour affiliate and professional basketball player Brandon Jennings through his Tuff Crowd brand, as well as the luxury label Stone Island. In 2021, Curry Brand revealed a collaboration with Sesame Street, launching a seven-piece sneaker series named “Street Pack,” which includes character-themed editions of the Curry Flow 9 model.
Logo
The "Splash" emblem was developed through a partnership between David Bond, the former leader of the Curry Brand, and Stanley Hainsworth from Tether Agency, a Seattle-based firm. This agency also collaborated with Curry on the launch campaigns for the Curry 4 signature shoes. The design merges Curry's initials, ‘S’ and ‘C,’ with the number ‘3,’ which resembles a hand gesture representing Curry's proficiency in shooting three-pointers. Additionally, the logo features a "high wing," described by Curry as a "higher arc," which also takes the form of a halo, reflecting inspiration drawn from Curry's faith.
Product line
The collection consists primarily of basketball footwear.
Models
| Model | Year | Notes |
|---|---|---|
| Curry 1 | 2015 | |
| Curry 2 | 2015 | |
| Curry 2.5 | 2016 | |
| Curry 3 | 2016 | |
| Curry 3Zer0 | 2017 | |
| Curry 4 | 2017 | The Curry 4 was unveiled by Curry during the NBA Finals in 2017. It had limited releases throughout October of that year before becoming widely available worldwide on October 27, 2017. This model is among Curry's preferred designs within the series. Many enthusiasts and critics alike regarded the Curry 4 as one of the finest signature shoes in his lineup. |
| Curry 3Zer0 2 | 2018 | |
| Curry 5 | 2018 | |
| Curry 6 | 2019 | |
| Curry 7 | 2019 | Released on November 1, 2019, the Curry 7 is also considered one of Curry’s favorites in his signature shoe collection. |
| Curry 8 | 2020 | Known as the "Curry 'Flow' 8," this model marks the first sneaker launched under the official Curry Brand. Its design and development were led by Fred Dojan, Under Armour’s VP of Footwear Innovation. The shoe was created over three years in partnership with Dow, incorporating Under Armour’s proprietary "UA HOVR" cushioning technology. The release date was December 11, 2020. Like several other models, it ranks among Curry's favorites. |
| Curry 3Z5 | 2021 | |
| Curry 9 | 2022 | |
| Curry 10 | 2022 | |
| Curry 11 | 2023 | Initially teased during Curry’s basketball camp in August 2023, the Curry 11 launched on October 13, 2023. The first colorway released was named "Future Curry." |
| Curry 12 | 2024 | The release of the Curry 12 took place in August of 2024. |
Reception
The introduction of Curry Brand attracted considerable media coverage, with numerous commentators likening it to Nike's Jordan Brand. Industry experts highlighted that collaborating with Stephen Curry might enable Under Armour to enhance its foothold in the fiercely competitive sports apparel sector, especially within the basketball segment. Nonetheless, some observers expressed skepticism about whether Curry Brand could replicate the cultural influence and commercial achievements of Jordan Brand, which has maintained a dominant presence for several decades.
Basketball
According to official statements from Curry Brand:
- De'Aaron Fox (October 2023 – present)
- MiLaysia Fulwiley (March 2024 – present)
- Keisei Tominaga (June 2024 – present)
- Davion Mitchell (February 2025 – present)
- Jacob Zhu (June 2025 – present)