Top Stories

Under Armour Rumors

“Lifestyle always matters — it’s more about what the fashion spin is pointing to. A year ago, it was pointing away from performance, and now it has swung back to performance,” Powell explained. “We’re going to see people wearing running shoes on the street again as fashion, we’re going to see less of the sportswear-like athleisure and more performance-oriented athleisure.” On the call today, Frisk also pointed to the introduction of NBA star Stephen Curry’s namesake label, Curry Brand, as a win. With the new label, Under Armour delivered a new proprietary non-rubber outsole tech with the Curry 8 signature shoe, UA Flow, which Frisk said will be utilized in the run category in 2021.
Curry Brand is also providing equipment and partnering with Positive Coaching Alliance to train coaches and administrators in Oakland Parks, Recreation & Youth Development. “This is a symbolic day, in terms of being able to have a court refurbishment right here in the community, for two reasons,” Curry said Nov. 23 during the court dedication. “One, this is where I grew up as a basketball player in the NBA, been playing 10 years in Oakland, and all the success we had on the court as a team and what Oakland means to me and my family and our organization. But now being able to celebrate the launch of my brand with Under Armour and understanding that it’s all about purpose and impact and what we can do to support and celebrate the community that has done so much for me, to be able to have a court refurbishment here and give the next generation a safe space to play, a community to gather and celebrate that, is special. “So this is hopefully the first of many. But to do it right here in Oakland, it means a lot to have a full circle moment.”
Storyline: Stephen Curry Sneaker Deal
NBA Central: Stephen Curry will soon have his own brand at Under Armour, per “Stephen Curry will soon have his own brand under the umbrella of Under Armour, just like how Michael Jordan has his Jordan Brand at Nike.”

Sabrina Ionescu always has considered Steph Curry to be her “big brother.” So, is there about to be a rift in the family? In the days leading up to the 2020 WNBA Draft, Ionescu finds herself in a new reality. Expected to be the No. 1 overall pick by the New York Liberty, she potentially could sign a lucrative sneaker deal, with Under Armour, Nike and Puma all in the mix. As she mulls a decision, the influence of Curry, her NBA superstar mentor and the face of Under Armour, is obvious. “I think he texts me almost every day,” Ionescu revealed this week on NBC Sports Bay Area’s Runnin’ Plays Podcast. “He’s working hard.”
But as she decides on a deal, Ionescu says she hopes a signature sneaker is in the works. “I think before this all happened, I never thought about it because I didn’t think it was even a possibility because women don’t usually have signature shoes,” Ionescu said. “And then I think listening to a lot of these companies and the goals and visions that they had to have a signature shoe down the line, I was like, ‘Oh, actually that would be pretty cool.’