Steph Curry has the nation’s attention. His relationship with his wife, Ayesha, the post-game press conferences with his daughter Riley and his MVP season on the basketball court have all garnered media attention across the country. Under Armour is hoping that all this attention leads to people noticing his footwear as well.
Just as Steph took the unconventional path to the NBA by attending Davidson, he became the face of Under Armour instead of a more established company. Here is everything you need to know about Steph’s connection with Under Armour and his awesome kicks:
1. Jamie Foxx Appeared in Steph Curry’s Under Armour Commercial
When Under Armour launched Steph Curry’s new shoe during the 2015 NBA All Star Weekend, the shoe and apparel company turned to celebrity Jamie Foxx to appear in Curry’s commercial. In the above clip, which already has over 1 million views, Foxx can be scene narrating Steph Curry highlights with a nod towards Shakespeare. According to Ad Age, Jamie Foxx and Under Armour’s relationship goes all the way back to the 1999 movie “Any Given Sunday”. Under Armour gear can be seen throughout Oliver Stone’s flick and the appearance helped the young company become more mainstream. The company still credits Foxx and “Any Given Sunday” to launching the company’s successful run into the industry.
2. Steph Curry Makes an Estimated $5.5 Million in Endorsements
According to Forbes, Curry makes an estimated $5.5 million in endorsements. With the kind of season Curry is having, this number is surely on the rise. Steph signed with Under Armour in 2013 and terms of the contract were not released. However, it can be safely assumed that a large portion of this endorsement revenue is brought in from his deal with Under Armour. Curry also has endorsement deals with companies such as Degree, Express, Muscle Milk and JBL. Curry’s jersey was second to Lebron in sales this past NBA season.
3. Under Armour Launched Steph’s First Signature Shoe, the Curry One, This Season
While Curry signed with Under Armour in 2013, they did not launch his signature shoe until this year when they launched the Curry One. Steph told the Bleacher Report, that he wears different colorways depending on if they are playing home or away. The yellow and blue colorways, a nod to the Golden State Warriors colors, are reserved for home games, For away games, Steph prefers the white, black and gold version. He also has a solid black shoe with gold accents as an alternate choice for road games. These are the same shoes Curry is wearing in the NBA Finals.
4. Nike Declined to Sign Steph Curry to a Long-Term Deal
Despite being the leading shoe and apparel company in the world, Nike made a big mistake by declining to lock up Steph Curry when they had the opportunity. While Curry spent his first four seasons wearing Nike, the company never signed him to a long-term deal. According to ESPN’s Darren Rovell, Nike had the opportunity to sign Curry to a long-term deal not once but two times. The company offered Steph less than $2.5 million a year the first time and declined to match Under Armour’s offer the second time around. Nike had reservations on whether Curry would be able to sell a signature shoe. As Nike execs watch the NBA Finals, they are no doubt filled with regret as they could have had Curry to pair with Lebron James.
5. Under Armour Has a $1 Billion Goal
According to The New York Post, Under Armour’s CEO Kevin Plank recently said that the company has plans to build a $1 billion basketball brand around Curry. Curry is by far the leading face of the Under Armour brand. There are a lot of similarities between the story of Steph Curry and Under Armour making for great synergy between the two. Curry was not highly recruited coming out of high school and signed with Davidson, a lesser known school in terms of college basketball. Similarly, NBA teams had questions when Steph Curry entered the NBA Draft. The most popular question involved Curry’s small stature.
Under Armour arrived late to the sports shoe and apparel industry. The company often finds itself in the shadow of more established brands like Nike and Adidas. The recent on-court success of Curry along with his popular public image will no doubt allow Under Armour to continue to compete against larger shoe companies. While the company and player have often been overlooked, there is no doubt that the 2015 NBA season has caused people to take notice.