Growing up, every basketball player wanted to "Be Like Mike." That, of course, included having your own brand of shoe.
On Monday, that became a reality for Steph Curry, as Under Armour announced it was launching the new Curry Brand in order to try and compete with Nike and the Jordan Brand.
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The Curry Brand will have basketball and golf apparrel initially, with new basketball shoes set to drop on Dec. 11. Over time, the Curry Brand will expand to men's and women's running and performance gear as well.
“This also gives Stephen something to really engage in ... he’ll be actively involved in the development of the product. And we’re so excited to see one of our athletes being so involved in the product,” Under Armour's Chief Executive Patrik Frisk told CNBC.
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Curry signed with Under Armour in 2013. Since that time, the Warriors star has risen to the top of the NBA world, winning three championships and two MVP Awards while becoming a global star.
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Per CNBC, Under Armour has lost ground among the younger demographic and they hope that the Curry Brand will help them make inroads there.
With Curry and the Warriors set to reenter the NBA world on Dec. 22, there's no better time for the Curry Brand to take off.