Curry Brand
Sub-brand
UnclaimedCurry Brand is Stephen Curry's basketball-focused sportswear brand, launched through Under Armour in 2020 and later operated through partnerships with external athletic-wear companies.
Last updated August 26, 2026
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Overview
Curry Brand is a sportswear and performance-equipment brand associated with professional basketball player Stephen Curry. It was introduced by Under Armour on November 30, 2020, as part of the company's long-term relationship with Curry. The label was created to give Curry a distinct branded platform within the basketball footwear and apparel market, while also extending his influence into athlete endorsements, youth sports, lifestyle products, and community-oriented initiatives. The brand's initial identity centered on basketball performance. Its principal products included signature basketball shoes, apparel, and accessories designed around Curry's playing style, particularly his long-range shooting, quick changes of direction, and emphasis on movement. The Curry Flow footwear line became the most visible expression of the brand. Product and marketing language connected the line to Curry's three-point shooting, while the brand's visual identity used the so-called Splash logo, which combines references to Curry's initials, the number three, a shooting arc, and a halo-like form associated with his Christian faith. Curry Brand was widely compared with Nike's Jordan Brand at launch because both labels were built around the identity of a globally recognized basketball player. The comparison reflected the strategic ambition of the project, but also highlighted the difficulty of building the same cultural reach and commercial scale as Jordan Brand. Under Armour viewed the partnership as a way to strengthen its position in basketball and to use Curry's international popularity to support footwear, apparel, and broader sportswear growth. The brand's collaborations have broadened its cultural positioning. It has worked with entertainment, fashion, streetwear, and heritage properties, including Dave Chappelle, the Bruce Lee estate, Brandon Jennings's Tuff Crowd label, Stone Island, and Sesame Street. A 2021 Sesame Street collaboration produced a seven-sneaker collection known as the Street Pack, with designs inspired by different characters and based on the Curry Flow 9. In November 2025, after a 12-year relationship between Curry and Under Armour, the parties agreed to separate. Curry retained sole ownership of Curry Brand and became free to select a new commercial and retail partner. In June 2026, the brand entered a reported 10-year partnership with Chinese sportswear company Li-Ning. The reported arrangement expanded the brand's scope beyond basketball footwear and apparel to include athleisure, golf equipment, and athlete endorsements, including the ability for Curry to sign athletes under the Curry Brand name. Curry Brand's athlete platform has included basketball players such as De'Aaron Fox, MiLaysia Fulwiley, Keisei Tominaga, Davion Mitchell, and Jacob Zhu, according to the brand's cited press materials. Its business model therefore combines signature products linked to Curry, a wider performance-sports assortment, collaborations, and a roster of endorsed athletes. The brand remains centered on basketball, but its partnership structure and product plans position it as a broader international sportswear label.
History
Curry Brand emerged from Stephen Curry's long-running relationship with Under Armour. Curry became one of basketball's most commercially influential players through his three-point shooting, championships, and distinctive playing style, making him a natural candidate for a dedicated sportswear label. Under Armour formally introduced Curry Brand on November 30, 2020, presenting it as a major extension of its partnership with Curry and as a vehicle for competing more forcefully in the basketball market. The original brand architecture placed Curry Brand within Under Armour while giving Curry a recognizable product and marketing identity of his own. Basketball was the core category. The Curry Flow line and other signature footwear were intended to provide traction, responsiveness, and lightweight movement for players, while apparel and accessories extended the identity beyond shoes. The Splash logo became a central visual asset. Its design references Curry's initials, the number three associated with his three-point shooting, the trajectory of a high-arcing shot, and a halo motif connected to his faith. David Bond, a former head of Curry Brand, and Stanley Hainsworth of Tether Agency were associated with the logo's development. The launch received substantial media attention because observers compared the project with Jordan Brand. That comparison reflected both the commercial opportunity and the high benchmark facing any athlete-centered sportswear business. Curry Brand had the advantage of Curry's strong basketball profile and Under Armour's performance-product infrastructure, but it entered a market shaped by established basketball franchises, especially Nike's Jordan business. The brand therefore combined technical product storytelling with collaborations intended to build cultural relevance. Its collaboration program included entertainment figures, fashion and streetwear partners, and licensed or heritage properties. Collaborations associated with the brand included Dave Chappelle, the Bruce Lee estate, Brandon Jennings's Tuff Crowd, and Stone Island. In 2021, Curry Brand and Sesame Street produced the Street Pack, a seven-sneaker collection based on Curry Flow 9 designs and themed around Sesame Street characters. These projects helped the label operate as more than a conventional signature-shoe program by linking basketball products with broader lifestyle and popular-culture audiences. The brand also developed an athlete endorsement platform. Cited materials identify De'Aaron Fox, MiLaysia Fulwiley, Keisei Tominaga, Davion Mitchell, and Jacob Zhu as Curry Brand basketball athletes added between 2023 and 2025. This roster indicated an ambition to use Curry's credibility to support emerging and established players rather than relying exclusively on Curry's own signature products. In November 2025, Curry and Under Armour agreed to end their partnership after 12 years. The separation changed Curry Brand's corporate structure: Curry retained sole ownership and was no longer tied to Under Armour as its commercial partner. In June 2026, the brand reportedly entered a 10-year partnership with Li-Ning. The arrangement broadened the planned business into basketball footwear and apparel, athleisure, golf products, and athlete endorsements, while giving Curry the ability to sign athletes under the Curry Brand banner. The brand's history is therefore defined by three phases: creation inside Under Armour in 2020, development through performance products and cultural collaborations, and a transition toward an independently owned, internationally partnered platform after the Under Armour relationship ended. Its continuing identity is anchored in basketball and Stephen Curry, while its later partnership model supports expansion into additional sports and lifestyle categories.
- 2026
Li-Ning partnership is reported
[1]Curry Brand reportedly entered a 10-year partnership with Li-Ning covering basketball, athleisure, golf, and athlete endorsements.
- 2025
Under Armour partnership ends
[1]Stephen Curry and Under Armour agreed to part ways, with Curry retaining sole ownership of the brand.
- 2024
MiLaysia Fulwiley and Keisei Tominaga are added
[1]Cited materials identify Fulwiley and Tominaga as Curry Brand basketball athletes added in March and June, respectively.
- 2023
De'Aaron Fox joins the basketball athlete platform
[1]Cited brand materials list Fox as a Curry Brand athlete from October 2023.
- 2021
Sesame Street Street Pack is announced
[1]The brand introduced a seven-sneaker collaboration inspired by Sesame Street characters and the Curry Flow 9.
- 2020
Curry Brand is officially launched
[1]Under Armour announced Curry Brand on November 30 as a dedicated label developed through its long-term partnership with Stephen Curry.
Products and positioning
A player-led performance sportswear brand built around Stephen Curry's basketball identity, three-point shooting, design collaborations, and international athlete platform. It is commonly positioned as a basketball-focused competitor to Nike's Jordan Brand.
Basketball footwear · 2020
Curry Flow
The Curry Flow line is the brand's principal basketball footwear platform. It is associated with lightweight performance construction and Stephen Curry's signature product identity. The line has also served as the basis for collaborative releases, including the Sesame Street Street Pack.
Basketball footwear · 2020
Curry signature basketball shoes
Curry Brand's signature basketball shoes are designed around Curry's playing profile and marketed for court performance. They form the core of the brand's technical-product business and connect the label's visual language with his three-point shooting identity.
Sportswear · 2020
Basketball apparel and accessories
The brand's basketball apparel and accessories extend the Curry identity beyond footwear. The assortment supports on-court use and fan-oriented wear, with the brand's basketball positioning remaining central.
Collaborative sneakers · 2021
Street Pack
Street Pack was a seven-sneaker Sesame Street collaboration released around the Curry Flow 9. Each design drew on a different Sesame Street character, combining Curry Brand performance footwear with a family-entertainment property.
Lifestyle and golf equipment · 2026
Athleisure and golf products
The reported Li-Ning partnership expands Curry Brand's planned scope into athleisure and golf equipment. These categories represent a move beyond the label's original basketball-centered assortment.
Marketing campaigns
- 2021Sesame Street Street Pack
United States
Curry Brand partnered with Sesame Street on seven character-inspired sneakers based on the Curry Flow 9.
Outcome. The collaboration broadened the brand's cultural and family-oriented reach beyond conventional basketball marketing.
- 2020Curry Brand launch campaign
United States · International
The launch campaign introduced Curry Brand as a dedicated Stephen Curry sportswear label within Under Armour, emphasizing basketball performance and Curry's distinctive shooting identity.
Outcome. The launch generated significant media attention and established comparisons with Jordan Brand.
- Curry Brand cultural collaborations
International
The brand has collaborated with Dave Chappelle, the Bruce Lee estate, Tuff Crowd, and Stone Island across entertainment, heritage, streetwear, and fashion contexts.
Brand decisions
2026
Partner with Li-Ning for international expansionStrategyBackground
Following the end of the Under Armour relationship, Curry Brand required a new operating and distribution partner.
Action taken
The brand reportedly entered a 10-year partnership with Li-Ning spanning basketball, athleisure, golf, and athlete endorsements.
Aftermath
The partnership is intended to broaden Curry Brand's geographic reach and product scope, although detailed commercial outcomes are not established in the supplied material.
2025
Separate Curry Brand from Under ArmourStrategyBackground
After a 12-year partnership, Stephen Curry and Under Armour agreed to end their relationship.
Action taken
Curry retained sole ownership of Curry Brand and became free to select another commercial and retail partner.
Aftermath
The brand moved from an Under Armour sub-brand structure toward an independently owned partnership model.
2020
Create a dedicated Curry sportswear brandStrategyBackground
Under Armour sought to deepen its basketball position and capitalize on Stephen Curry's profile through a distinct branded platform.
Action taken
The company announced Curry Brand as a label covering basketball footwear, apparel, and accessories.
Aftermath
The launch prompted comparisons with Jordan Brand and established Curry Brand as Under Armour's major athlete-led basketball initiative.
Recent events
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