The Curry brand, created with NBA star Stephen Curry, was conceived specifically to compete with Nike's popular Air Jordan brand.
The launch of a new brand from Under Armor became known from an official statement submitted on Monday, November 30th. The Curry brand got its name in honor of the NBA player Stephen Curry, who has been cooperating with the company for quite a long time. Under it, a variety of sports goods will be produced, primarily aimed at young people.
The latter is especially important for a company that has somewhat lost its position among young consumers. So, she dropped in the rating of the Piper Sandler agency, compiled twice a year, from 9th place to 11th. It is believed that one of the reasons for the decline was that the majority of consumers choose beautiful and comfortable clothes for everyday wear, while goods under armor associated with professional sports.
Part of Curry's mission, the company says, "is to give kids more access to sports." This is especially true for children from low-income families. And Stephen Curry, who plays today in the Golden State Warriors team, will not only be the face of the new brand, but will also take an active part in the development of new products.
Under Armor is currently working on CurryBrand.com, a site where visitors can find footwear and apparel for a variety of sports, including golf. It is stated that the assortment presented on it will constantly expand and in the near future will present goods for running, as well as women's goods. And starting December 11, basketball shoes will also be on sale.
By creating the Curry brand, Under Armor expects to compete with the popular brand Air Jordan. Incidentally, the company that owns it Nike for a whole decade it has been exclusively 1st in the Piper Sandler rating.
