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Under Armour Locks Down Steph Curry For Life

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Just like adidas and MJ in the 80s, Nike dropped the ball with Steph Curry in embarrassing fashion as The Swoosh botched their pitch meeting by mispronouncing the superstar's name and even reusing material that was presented to KD during his courting process. Opting to go with Under Armour, Curry became the face of their basketball division, something that likely wouldn’t have happened over in Beaverton as LeBron James holds that position firmly. Mirroring a similar path to The King, news has just come out that Curry will ink a lifetime deal with the Baltimore-based sportswear brand for a cool $1 billion dollars.

The company as a whole has continued to grow in the ever-competitive sportswear market as its revenue has steadily increased year over year and is continuing to host big names like Cam Newton, Clayton Kershaw, and Tom Brady on its roster. As for Curry, he has shone a light on the brand's performance basketball tech with upgraded retros of his classic silhouettes, like the Curry 4 FloTro, alongside new iterations of his signature line heading to market soon. The news of this lifetime extension is coming 2 years before his current deal worth upwards of $200 million was set to expire, proving that both parties are here for the long run with one another.

As a lifetime athlete for Under Armour, expect continued releases of new Curry sneakers, FloTro treatment for his older models, and the man himself to be featured in more marketing for the brand. For more updates on the latest from UA and Curry on top of real-time alerts for the latest releases and news in the sneaker world, keep it locked to our Twitter and the Sole Retriever mobile app.

Image via Under Armour

Steph Curry During The International Tour Powered by Under Armour In London (2018)
Steph Curry During The International Tour Powered by Under Armour In London (2018)

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