It seemed that just a few years ago, Under Armour was poised to give Nike a challenge in the footwear and apparel sales department.
In 2015, the company totalled $1.2 billion in sales up to the end of August, surpassing Adidas in the process. The rise in sales was helped by the company poaching Stephen Curry from rivals Nike and then seeing the Warriors guard's meteoric rise to a championship, which boosted sales of his Under Armour Curry 2 sneaker.
They couldn't keep that momentum going, though, and sales tailed off in recent years.
This hasn't dissuaded the company from continuing to sign NBA players, offering them something that they may not necessarily get at either Nike or Adidas: a more personal partnership experience.
Curry, for his part, has transcended being just a member of Under Armour and has been given his own sub-division. Which other players are on the Under Armour roster?
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Which NBA players have Under Armour endorsements?
Two of the NBA's biggest stars have Under Armour endorsements: Stephen Curry and Joel Embiid.
| Player | Team |
| Stephen Curry | Golden State Warriors |
| Joel Embiid | Philadelphia 76ers |
| Mo Bamba | Orlando Magic |
| Patty Mills | Brooklyn Nets |
| Emmanuel Mudiay | |
| Bones Hyland | Denver Nuggets |
| Damion Lee | Phoenix Suns |
| Will Barton | Washington Wizards |
| Dennis Smith Jr. |
Which NBA players have an Under Armour signature shoe?
As to be expected, only the top two names on Under Armour's roster have a signature sneaker.
Curry is onto the 10th iteration of his line, while Embiid debuted the Embiid One back in 2020. Leaks emerged of a shoe that was supposed to have been the Embiid Two, but it never got a retail release.
Curry first signed with Under Armour back in 2013, meaning that 2023 will be the celebration of one decade with Under Armour.
| Player | Shoe |
| Stephen Curry | Curry 10 |
| Joel Embiid | Embiid One |
What is the Curry Brand?
Legend has it that part of the reason why Curry left Nike back in 2013 was that he felt underappreciated in comparison to some other names on the Nike roster, and there may have been an issue with a PowerPoint presentation as well (ugh!).
Since then, the partnership with Under Armour has been fruitful for both parties. In 2020, the company even gave Curry the Michael Jordan treatment — his own sub-division.
.@StephenCurry30 is guilty as charged. Introducing Curry Brand, inspired by Steph’s mission to CHANGE THE GAME FOR GOOD and powered by Under Armour. This is about investing in our communities and increasing access to youth sports. Learn more here 👉 https://t.co/DLAaezmvgD pic.twitter.com/P59ily5zjU
— Under Armour (@UnderArmour) December 1, 2020
Curry Brand spans footwear, apparel and accessories, with each category being backed by Under Armour’s performance product innovations.
“Curry Brand is all about doing good in everything that we do,” Curry said at the time.
“I’ve tried to embody that in my own actions, and I think it’s also something that other people can really get behind no matter where they are in life or what their goals are, sports or otherwise. We all have the ability to impact the next person and to give back in some way, and that’s more important now than ever before.”
Curry's ninth signature sneaker was the first under his Curry Brand umbrella.
Since the launch of Curry Brand, they have also expanded into golf footwear and apparel, along with running and lifestyle sneakers.
