Stephen Curry is entering a new phase in his endorsement career.
The Golden State Warriors superstar is getting his own imprint with longtime sponsor Under Armour, called Curry Brand, it was announced on Monday.
The new line was set to launch this week, which Under Armour sees as an ideal time weeks ahead of the Christmas holiday and the scheduled tip-off of the 2020-21 campaign, set for Dec. 22.
“We wanted to make sure we did this as close as possible to the NBA season finally launching ... and the fact that we’re launching in between Black Friday and the holidays we think is very opportune,” Under Armour CEO Patrik Frisk told CNBC.
“This also gives Stephen something to really engage in ... he’ll be actively involved in the development of the product,” Frisk said.
The line will launch with basketball and golf apparel, as well as the customary basketball sneakers, the report said, and will eventually add women's gear and running shoes.
Curry, 32, signed with Under Armour back in 2013, and remains its most notable endorser. Sixers center Joel Embiid signed on earlier in 2020.
The move comes as Under Armour aims to reverse recent losses in popularity among younger consumers in particular, the report said. The brand's products have seen steep discounts at department stores and are often associated with performance rather than style, according to the article.
Curry was expected to return to the Warriors lineup after missing most of last season with a wrist injury. The Davidson product, drafted seventh overall by the Dubs back in 2009, has won three NBA titles and two MVPs, and is presently third for most 3-pointers made in league history.