Under Armour is elevating its Steph Curry Brand. Neville E. Guard-USA TODAY Sports

Under Armour launches Steph Curry Brand to compete with Nike's Jordan Brand

By Erin Walsh | Last updated 11/30/20

Golden State Warriors star Stephen Curry now has his own standalone brand with Under Armour.

The company announced the Curry Brand on Monday in an effort to compete with Nike's Jordan Brand, according to CNBC's Lauren Thomas. Curry's new line will feature on CurryBrand.com and feature shoes and other forms of apparel.

While the brand will initially feature items for basketball and golf, Curry's other favorite sport, Thomas says it'll eventually expand to running and women's sections.

JUST IN: Under Armour is officially launching its standalone brand with NBA star Steph Curry, in a bid to rival Nike's Jordan Brand. Will it work? $uaa $nke https://t.co/RhVTYgqLqt
— Lauren Thomas (@laurenthomas) November 30, 2020

In an effort to provide more equipment and opportunities for children, Curry and Under Armour say the mission of the brand is to "make sure that kids have more access to sports, particularly in lower-income households."

The Curry Brand will work to establish basketball programs at each middle school in Oakland and will partner with the Positive Coaching Alliance to bring professional coaches to the area. Curry and Under Armour already have begun establishing their presence in the community, refurbishing a basketball court in the Manzanita Recreation Center, according to The Undefeated.

With Under Armour's numbers down across the board, giving Curry his own brand will help drive sales and allow both sides to use their platforms to bring change to the community.

Curry has been an Under Armour athlete since 2013 and, since then, the 32-year-old has led the Warriors to three NBA titles.

More must-reads: