Apparel manufacturer turns to NBA star, a prominent figure in celebrity golf tournaments and occasional pro events, to rival Nike
Announced: By Under Armour, the launch this week of an apparel line for NBA star Steph Curry that will include golf gear. Curry, 31, a shooting guard who led the Golden State Warriors to three NBA titles, has represented Baltimore-based Under Armour since 2013. The company seeks to attract a younger audience, similar to how the Michael Jordan brand has performed for Nike, and help improve youth access to sports. Curry, an avid golfer who plays to a plus 2.1 handicap, has been a prominent figure in celebrity tournaments and other events such as the recent “The Match: Champions for Change.” Curry has competed in two Korn Ferry Tour tournaments in recent years, missing the cut in both events. “He’ll be actively involved in the development of the product,” Under Armour CEO Patrik Frisk told CNBC. Under Armour also sponsors the PGA Tour’s Jordan Spieth and Matthew Fitzpatrick. The PGA Tour is expected to welcome Curry as the host of a tournament at San Francisco’s Harding Park next fall. Curry recently committed funding for Howard University to reinstate its men’s golf program and to launch a women’s program.
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