Is Steph Curry Still With Under Armour? A Breakdown of His Record-Breaking New Lifetime Deal

Yes, Stephen Curry remains committed to Under Armour for the long haul after signing a new record-breaking lifetime partnership deal with the sportswear brand. This groundbreaking deal will likely keep Curry as the face of Under Armour basketball through the remainder of his playing career and into retirement.

The Reported Details of Steph‘s Mega-Deal with Under Armour

According to multiple reports, including ESPN, Curry‘s new lifetime contract with Under Armour is the first of its kind in the basketball sneaker and endorsement industry.

The deal‘s total value is estimated to be well over $1 billion – cementing it as one of the most lucrative athlete endorsement deals in sports history.

Curry‘s current Under Armour deal was reportedly worth around $20 million annually and was set to expire in 2024. This new lifelong pact will extend the four-time NBA champion‘s partnership with the brand indefinitely into his post-playing career.

Curry‘s Evolving Role and Equity Within Under Armour

A key component of this new deal is Stephen Curry becoming the President of the Curry Brand. This subsidiary brand was formed by Under Armour in 2020 to focus exclusively on Curry‘s signature shoe and apparel lines.

In this executive position governing his own brand, Curry will have creative control and equity. He‘ll be hands-on with product development, marketing initiatives, and overall strategy around the Curry Brand.

This mirrors the influential role that Michael Jordan plays within Nike‘s Jordan Brand subsidiary, which drives billions in annual revenue for Nike through MJ‘s iconic Jumpman logo and retro shoe line.

Back in 2013 when Curry first signed with the upstart Under Armour over Nike, many questioned whether the brand had the marketing firepower and resources to effectively push Curry‘s signature sneakers and goods. But clearly over the past decade, the two sides have built significant trust and seen tremendous mutual success.

By the Numbers – How Curry‘s Brand Stacks Up Against Jordan Brand

Curry‘s expanded role makes complete sense when you look at the meteoric growth of his namesake Curry Brand. From its founding in 2020 up through 2022, Under Armour has reported sales of over $1 billion from the Curry Brand.

The brand‘s goal is to reach $1 billion in annual revenue by 2025. Though it pales in comparison to the $3.7 billion in annual sales currently produced by Nike‘s mature Jordan Brand, the Curry lineup‘s growth trajectory is extremely promising.

According to investment research firm Morningstar, the Curry Brand accounted for just over 10% of Under Armour’s total sales in 2021. They estimate it could make up 20% or more of Under Armour‘s revenues in the coming years, especially with Curry overseeing operations.

Bloomberg analysis predicts that if the Curry Brand grows to even a third of Jordan Brand‘s current dominance, it could be supporting over $1 billion in annual income for Steph Curry by the late 2020s through royalties and his new stake in the subsidiary – which lends credence to the reported billionaire-plus valuation of this lifelong deal.

Curry‘s On-Court Success and Mass Appeal Fueling Sales Boom

Stephen Curry‘s incredible on-court success and meteoric rise to being a globally-adored superstar are obviously major factors contributing to the astronomical growth of his Curry Brand with Under Armour.

Curry‘s career accomplishments include:

• 4 NBA Championships (2015, 2017, 2018, 2022)
• 2 League MVP Awards (2015, 2016)
• Record for Most 3-Pointers Made All-Time
• 8 Consecutive All-Star Appearances
• All-Time NBA Leader in Career 3-Point Percentage

But beyond the accolades, Curry‘s affable nature, family-man persona, and commitment to charitable initiatives have made him one of the most beloved and influential athletes worldwide. His reach and impact stretch far beyond just hardcore basketball fans.

According to polling by The Harris Poll, Curry ranks #5 on the list of America‘s favorite male sports stars, ahead of icons like Tom Brady, LeBron James, and Michael Jordan. Among the key 12-24 year old demographic, Steph topped the list as the favorite male athlete.

Under Armour obviously recognized Steph‘s potential for mass appeal early on, taking a chance on him before he became a league MVP and household name. That bet has clearly paid off for the Baltimore-based brand in a major way.

A Marketing Bargain Compared to Other Star Endorsement Deals

The estimated value of over $1 billion for this new lifetime contract certainly makes huge headlines. However, it‘s actually quite a savvy and cost-effective move by Under Armour when you compare it to the branded shoe deal outlays for other sports stars.

Per year, Curry‘s deal breaks down to around $25-$30 million annually for Under Armour. Contrast that to Nike‘s Lebron James ($32 million/year), Kevin Durant ($28 million/year), or Giannis Antetokounmpo ($25 million/year) deals.

Given the exponential sales growth and ROI the Curry lineup generates, locking Steph in for the long-term is well worth the investment for the brand. It‘s clear Under Armour recognizes the marketability and crossover appeal that a wholesome superstar like Curry brings compared to other sports icons.

The Sky‘s the Limit for Steph‘s Off-Court Business Empire and Net Worth

In addition to the windfall from this record Under Armour contract, Stephen Curry boasts a diverse and growing off-court business and investment portfolio.

Curry has endorsement deals with brands like Chase, Infiniti, Brita, Sony, and FTX (before the crypto firm collapsed). Combined with his NBA salary and Under Armour endorsement checks, his estimated net worth sits around $160 million currently.

And Curry is now aggressively leveraging his star power and resources into an array of startup investments and business ventures outside of basketball.

• He‘s made angel investments in over a dozen startups including Palm, Slyce, SnapTravel, and TMRW Sports – with several delivering huge returns already.

• Curry became an early investor in fast-growing social media firm Pinterest back in 2010, netting him over $30 million when it went public in 2019.

• His SC30 Inc. umbrella company oversees his investments, brand partnerships, philanthropic work, and media ventures.

• He‘s produced several TV shows through his Unanimous Media production company.

• Curry co-founded a vitamin/supplement company called OXIGEN.

With his new Under Armour windfall, equity stake in his Curry Brand line, and diverse investment portfolio, most financial analysts forecast Curry reaching billionaire status within the next 5-10 years – if not sooner.

Not bad for a lanky, baby-faced guard who many NBA teams passed up on draft night back in 2009! But Curry‘s phenomenal basketball rise paired with his calculated off-court corporate and investment moves have put him on the path to become the next mogul-level athlete.

The Bigger Picture: A Case Study for the Power of Lifetime Endorsements

While the specific dollar figures involved in this lifetime Under Armour pact are certainly eye-popping, the broader implications of the deal structure point to a shifting endorsement landscape.

Curry‘s long-term partnering with Under Armour is the first lifetime shoe deal of its kind, but likely won‘t be the last. As sports stars realize their massive marketing power, securing their personal brand rights for the long-haul only makes sense.

The lifelong security and equity this provides goes far beyond just a quick payday for a few years repping a brand. For an athlete like Steph Curry, aligning with a brand like Under Armour for the entirety of his career through retirement grants him creative control and flexibility to leave his stamp for generations to come.

Under Armour locking down its most effective pitchman for good while fueling massive growth in its Curry Brand subsidiary is marketing genius as well. Other sports brands will surely now look to replicate this model of aligning with young stars early, incentivizing them to stick around through stock and brand equity.

In an era where star athletes wield more leverage than ever before, this new blueprint provides athletes AND brands the opportunity to build something sustainable together. Rather than just transactional endorsement relationships, a lifetime partnership allows both sides to stay committed to growth in support of larger goals.

Steph Curry and Under Armour have proven they have that symbiotic and trailblazing dynamic, setting sports marketing history in the process. Don‘t be surprised if more lifelong athlete-brand partnerships now become the norm.

The Bottom Line – Curry and Under Armour Built the Perfect Team

After re-upping on a first-of-its-kind lifetime sponsorship deal, it‘s clear that Steph Curry and Under Armour plan to achieve generational greatness together.

This billion-dollar-plus commitment ensures that Curry will remain the face of Under Armour basketball and have the runway to grow his namesake Curry Brand into a footwear and apparel empire.

Under Armour secured its top star for the long haul on a contract that, based on Curry Brand growth projections, looks financially prudent. The brand benefits immensely from retaining its most marketable athlete ambassador with the kind of crossover popularity that transcends sports.

For the man himself, this lifelong Under Armour pact provides the springboard and backing to propel his on and off-court success to even greater heights.

Both sides took a leap of faith when they first partnered up years ago – Curry leaving Nike to take a chance on the upstart brand, and Under Armour investing in a then-unproven player.

Now their calculated risks have spawned the most lucrative and game-changing lifetime endorsement deal the sports world has ever seen.