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