Dive Brief:
- Adding another athlete to its subsidiary brand, Under Armour and Stephen Curry’s Curry Brand have signed a multiyear name, image and likeness deal with University of South Carolina guard MiLaysia Fulwiley, the activewear brand announced Friday.
- As part of the agreement, Fulwiley will wear Curry Brand footwear on the court for the rest of her college career at the University of South Carolina, serve as a brand ambassador and work with the Curry Brand team on player exclusives, the company said.
- The Curry Brand will also release a new golf collection this summer, which for the first time includes women’s apparel, per the press release.
Dive Insight:
Under Armour teamed up with NBA All-Star Steph Curry in late 2020 to create the Curry Brand, a collection of apparel, footwear and accessories. About a year ago, the company named Curry as president of Under Armour’s Curry Brand, a role in which he will help the brand with its marketing, business and product development.
Last year, Curry Brand signed a multiyear deal with Sacramento Kings basketball player De’Aaron Fox, an agreement that involved wearing Curry Brand footwear and creating his own footwear under the brand this year. As part of its new Fulwiley agreement, Fulwiley, Curry Brand and Under Armour will collaborate with one another in the next few years to “grow the game of basketball and support the next generation of athletes in her hometown and beyond,” the company said in a statement.
“We are thrilled to have MiLaysia officially join the Curry Brand family,” Ryan Drew, the general manager of Curry Brand, said in a statement. “MiLaysia embodies the type of athlete with whom we love to partner: she is a highly motivated, talented and community-driven young athlete who works every day to compete at the highest level. As we continue to grow and diversify the Curry Brand, we are excited to partner with her and deepen our roots in the collegiate athlete community.”
In addition to bringing new athletes into the fold, Under Armour has also shaken up its leadership. Last week, the athletic apparel company announced that Stephanie Linnartz is exiting the CEO position, and founder Kevin Plank will replace her on April 1.
