Under Armour expands partnership with Stephen Curry in new long-time deal

Under Armour (NYSE:UAA) announced that it is strengthening its partnership with NBA All-Star Stephen Curry. The enhanced partnership is designed to capture market share, fuel business growth and create new business opportunities on a global basis. Curry will be elevated to President of the Curry brand.

The apparel and footwear company said the next chapter of the partnership will build upon the success and accomplishments from the past decade to continue driving product solutions and innovation, impacting communities across the globe, and growing Under Armour and Curry Brand together. In the next phase of the partnership, Under Armour and Stephen Curry are expected to take the brand across categories from basketball to golf, women, youth, and sportstyle. Curry will also assume a broad advisory role where his sphere of impact will strengthen brand love, recruitment, and present opportunities across categories to reach and expand Under Armour's athlete roster.

Under Armour (UAA) and Curry have released ten signature shoes in the decade since the partnership began in 2013.

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