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Warriors star Stephen Curry’s new Under Armour brand launches in effort to compete with Jordan Brand

Stephen Curry, Warriors, Michael Jordan, Jordan Brand

Sporting goods company Under Armour is poised to launch the Curry brand, bannered by their poster athlete in Golden State Warriors star Stephen Curry. The initiative was formed in a bid to match Nike’s Jordan brand which still reigns supreme in the sneaker industry even after NBA legend Michael Jordan has already long retired from the league.

The new line will reportedly feature shoes and apparel for basketball and golf, Curry’s other sporting hobby. According to CNBC, it will also expand to running and a women’s section, with the line’s basketball footwear set to go into retail on Dec. 11 at CurryBrand.com.

In an effort to give back to the community, Stephen Curry and his wife, Ayesha, have established their own Eat. Learn. Play. Foundation which will reportedly fund and work with Oakland’s Town Camp in the near future. Under Armour and the soon-to-be-launched Curry Brand will also be establishing its presence within the Bay Area community as they recently refurbished a basketball court in the Manzanita Recreation Center, as per The Undefeated.

The court, which will officially be launched on Monday, is hoped to be the first of many projects to come for the partnership between both Curry and Under Armour. The court is numbered 001 painted with the blue and yellow colorway, symbolic of the Warriors’ team colors.

A local artist in Hueman also designed the backboards to provide a graffiti-inspired look to complement the court. In addition, Curry Brand will reportedly provide equipment for Positive Coaching Alliance that aids to train coaches and administrators within the Oakland Parks, Recreation & Youth Development.

The initiatives launched by the Warriors’ two-time NBA MVP will not only help Under Armour in terms of sales but will also help both parties to utilize their platform to help bring positive change to the community.

The Warriors are looking to compete again as well for the NBA title this coming season after missing the boat to the playoffs in the last campaign.