Curry shares how betting on Under Armour in 2013 turned a missed opportunity with Nike into one of the greatest success stories.
Maybe not as big as the Michael Jordan brand, but Steph Curry has done remarkably well with a lesser-known shoe manufacturer. When “The Baby-Faced Assassin” left Nike for Under Armour in 2013, the move raised eyebrows across the sports world. Under Armour wasn’t just an underdog at the time—it was nearly nonexistent in basketball. Yet the Davidson product, a rising NBA star, saw an opportunity to create something new.
Signing Elsewhere
Nike, a brand synonymous with dominance and championships, rarely misses. However, in 2013, it made one of its biggest mistakes during a crucial pitch meeting with the Golden State Warriors point guard.
At the time, Curry had spent his first four NBA seasons wearing Nike sneakers. As his original deal expired, he and his family met with major brands, including Nike. The meeting, however, was riddled with missteps. From mispronouncing his name to using a recycled slide deck intended for Kevin Durant, Nike’s pitch failed to impress.
To the NBA superstar, it wasn’t meant to be, and despite being touted as a mistake by Nike, he went ahead to join a lesser-known name in the sports industry.
“There’s a reason I’m not there,” said the former unanimous MVP. “I’ve always been an underdog. It’s kind of my mentality, and when I joined Under Armour back in 2013, the basketball roster was pretty slim, and basically starting their category from scratch. So to be a signature athlete for the seven, eight years that I was there, to then turn it into the Curry brand and the success that we’ve had, I’m super proud of that, to be honest.”
By contrast, Under Armour offered him something no other brand could: the chance to build something from scratch. The company’s basketball division was nearly nonexistent, and the point guard’s signing was pivotal.
In 2013, he inked a deal worth a reported $4 million annually, joining a brand eager to take risks and innovate. Under Armour’s basketball roster was slim to none then, but No. 30 saw potential in their shared vision.
Growing the brand
Under Armour’s gamble on the four-time champion paid off in ways few could have anticipated. The Curry signature line grew from a single sneaker to one of the most successful basketball brands in the world. Today, his shoes are the second-best-selling basketball sneakers in the U.S., trailing only the iconic Air Jordan line.
“The fact that I took a chance and wanted to create something on my own, and sitting where I am right now, that speaks way more than saying what could have been with Nike,” Curry said.
This success hasn’t just benefited the two-time MVP. The Curry Brand, launched in 2020, has brought new talent to Under Armour, including Sacramento Kings point guard De’Aaron Fox. Fox became the first NBA player to sign with the brand in October 2023, cementing its growing influence.
As part of his partnership, the Kings star released his first signature shoe in 2024, further solidifying Under Armour’s position in the competitive basketball sneaker market.
The Warriors star’s impact extends beyond sales. His collaboration with Under Armour has inspired other athletes and entrepreneurs to think differently about their careers.
