Warriors

Damian Lillard, Dwyane Wade congratulate Steph Curry on Under Armour brand

Warriors

To quote the legendary Ron Burgundy: Steph Curry is kind of a big deal at Under Armour.

So it makes perfect sense why the Warriors superstar soon will "have his own brand under the umbrella of Under Armour, just like how Michael Jordan has his Jordan Brand at Nike," as Let's Go Warriors recently reported.

And when Bleacher Report posted about the news to Instagram on Monday, prominent members of the basketball world paid tribute to the two-time NBA MVP.

Dwyane Wade: "Welcome to the 'own' brand club."

Damian Lillard: "Love it."

Bradley Beal: "(three fire emojis)."

How long has this "own brand" thing been in the works?

Julie Creswell and Kevin Draper of The New York Times revealed some very important details in late January.

In the summer of 2018, two top Under Armour executives traveled to the West Coast on a critical mission. Kevin Plank, the sports apparel company’s founder and chief executive, and Patrik Frisk, its president and chief operating officer, needed to persuade Stephen Curry, the Golden State Warriors star and the company’s highest-profile endorser, not to leave the brand.

Mr. Plank was unhappy that Mr. Curry, whose endorsement deal pays him millions of dollars a year, would rarely wear Under Armour clothing to N.B.A. games. Mr. Curry was upset that sales of the signature Curry 3 shoe had been weak.

At the meeting, participants found a solution that would showcase just how much Mr. Curry meant to the company. Mr. Plank and Mr. Frisk agreed to build a separate business around him, one reminiscent of what Nike had done for Michael Jordan two decades before. The company brought on the former executive who had overseen the creation of the Jordan brand at Nike to run the Curry brand and promised Mr. Curry much more involvement in the development of his shoes. Mr. Curry decided to remain, and a crisis was averted.

Curry's contract with Under Armour runs through 2024, and is worth a reported $20 million annually.

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