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Stephen Curry’s Rise with Under Armour: The Game-Changing Partnership

The Rise of Stephen Curry with Under Armour: The Backstory

Stephen Curry is one of the most prolific basketball players in the world, known for his smooth shooting, quickness, and ball-handling skills. However, it’s not just his on-court talents that make him a superstar.

Curry is also known for his partnership with Under Armour, a sports apparel and shoe company that has skyrocketed in popularity over the past decade. In this article, we’ll explore the backstory behind Curry’s decision to sign with Under Armour, including Nike’s mistakes, Under Armour’s persuasive tactics, and Riley’s choice.

We’ll also take a look at the initial skepticism that surrounded Curry when he first entered the NBA, and how his early career with Nike played a role in his eventual success with Under Armour. Part One: Stephen Curry’s Decision to Sign with Under Armour

Nike’s Mistakes

When Stephen Curry was drafted by the Golden State Warriors in 2009, Nike had the opportunity to sign him to a shoe deal.

However, Nike made the mistake of not giving Curry enough attention, a decision that would come back to haunt them in the future. At the time, Nike was focused on signing bigger stars like LeBron James and Kobe Bryant, rather than taking a chance on a young player like Curry.

As a result, they didn’t offer him a high enough contract, and Curry ultimately signed with Under Armour. Under Armour’s Persuasion

Under Armour CEO Kevin Plank was determined to land Stephen Curry, and he used a variety of tactics to convince him to sign with the company.

One of the key factors was Kent Bazemore, a former teammate of Curry’s who was already signed by Under Armour. Bazemore heavily advocated for the brand, telling Curry about the high-quality gear and the family-like atmosphere within the company.

In addition, Under Armour sweetened the deal by offering Curry free gear, as well as the opportunity to become a spokesperson for the brand. This was a smart move, as Curry is known for his down-to-earth personality and relatable demeanor, which makes him a perfect fit for the Under Armour brand.

Riley’s Choice

Another factor that played a role in Curry’s decision to sign with Under Armour was his daughter Riley. In 2013, when Curry was considering his options, his daughter was just one year old.

He wanted to set a good example for her, and he felt that partnering with a company that had a strong moral compass was important. Under Armour’s values aligned with his own, and he felt that it would be a good fit for his family.

Part Two: Initial Skepticism of Stephen Curry in the NBA

Lack of Size, Strength, and Passing Ability

When Stephen Curry was first drafted by the Golden State Warriors in 2009, there were plenty of skeptics who doubted his ability to succeed in the NBA. One of the main reasons for this was his lack of size, strength, and passing ability.

At just 6’3″ and 185 pounds, Curry was considered too small to play point guard in the NBA. In addition, he didn’t have the same passing ability as other great point guards like Chris Paul and Rajon Rondo.

Scouts didn’t know if his shooting ability would be enough to make up for these deficiencies.

Early Career with Nike

Despite these challenges, Stephen Curry quickly established himself as a star player in the NBA. He was a fan favorite, known for his quick release and deadly accuracy from behind the three-point line.

Nike saw the potential in Curry, and they signed him to a deal in 2013. However, the partnership was short-lived.

Curry felt that Nike wasn’t giving him the attention he deserved, and he was also unhappy with the comfort of the shoes they were designing for him. In 2014, Curry made the decision to leave Nike and sign with Under Armour.

It was a risky move, as Under Armour was still a relatively unknown brand at the time. However, Curry trusted that the company would give him the attention and support he needed to succeed.

In Conclusion:

Stephen Curry’s decision to sign with Under Armour was a pivotal moment in his career. It was a decision that was influenced by a variety of factors, including Nike’s mistakes, Under Armour’s persuasive tactics, and his desire to partner with a company that aligned with his values.

While there was initial skepticism surrounding his ability to succeed in the NBA, Curry has proven time and time again that he is one of the most talented players in the league. His partnership with Under Armour has only helped to solidify his status as a superstar.

Part Three: Stephen Curry’s Accomplishments in the NBA

Best Basketball Player of All Time

Stephen Curry has accomplished some incredible feats throughout his NBA career, earning him the recognition as one of the best basketball players of all time. His exceptional shooting ability has earned him the nickname “The Baby-Faced Assassin,” as he can shoot accurately from anywhere on the court.

Curry’s impressive record includes two MVP awards, seven All-Star Game appearances, and three NBA championships. He was also the first player in history to be unanimously named the NBA Most Valuable Player in 2016.

He is known for his clutch performances in high-pressure situations, hitting crucial shots in playoffs games to help his team secure victories. His legacy goes beyond his records as he has revolutionized the way basketball is played and how players train, with his innovative techniques and dedication to improving his game.

Best Shooter of All Time

Stephen Curry is also known as one of the best shooters of all time. His ability to shoot the ball from almost anywhere on the court is unmatched.

During the 2015-2016 season, he shattered the record for most three-pointers made in a single season, making 402 shots from beyond the arc. His shooting ability has become so iconic that it has changed the way the game is played, with other players attempting to emulate his technique.

He has been able to make shots that were once deemed impossible, bringing a new level of excitement and skill to the game. Part Four: Under Armour’s Attempt to Enter the NBA World

Copying Nike’s Strategy for Attracting Athletes

Under Armour’s attempt to enter the NBA world was marked by a strategic shift in their marketing and sales approach.

They took a page out of Nike’s playbook, which had been successful in building strong attachments with high-profile athletes like Michael Jordan. Under Armour began developing unique feature-rich products, offering them at lower prices, and partnering with notable athletes.

This strategy proved to be successful, and they managed to gain traction in the market by signing Stephen Curry, one of the most popular and successful players in the league. Curry’s partnership with Under Armour was a strategic move by the company, as they knew the impact he had on the league and the popularity he brought, allowing them to tap into his fans allegiance.

They designed sneakers and apparel that appealed to his fan base, and they became the official sponsor of the NBA, gaining a relevant presence and exposure in the sport.

Challenges Compared to Competitors

Despite successful attempts to infiltrate the NBA, Under Armour faced significant challenges compared to other competitors in the market like Nike, Jordan, and Adidas. These brands had already enjoyed a long-standing history of success, and consumers held a strong attachment to them.

Under Armour had to compete with established brands that had already established strong reputations and a loyal customer base. They also had to break into the intensely competitive shoe market, which not only required unique products but also significant investments.

Under Armour had to outdo Nike and Jordan, who had built strong brand loyalty through their sponsorship of famous athletes. The experience and heritage of these brands also made it difficult for Under Armour to strike a more significant dent in the shoe industry.

However, the company has invested significantly in research and development to create innovative products that appeal to modern consumers. They also continue to partner with high-profile athletes, such as the younger generation who have a significant following, slowly increasing their relevance.

In conclusion, Stephen Curry’s partnership with Under Armour has undoubtedly been a game-changer, bringing massive success to the company’s endeavors in the NBA world. With repeated victories and innovations in sneakers and apparel, the company has made great progress in its attempts to challenge industry giants.

Despite coming behind competitors such as Nike and Jordan, Under Armour’s investments in research and development and partnerships with notable athletes are steps in the right direction towards securing their place in the NBA world. In summary, this article explored the backstory behind Stephen Curry’s decision to sign with Under Armour and his accomplishments in the NBA, including being considered one of the best basketball players and shooters of all time.

The article also discussed Under Armour’s challenges in entering the NBA world, including competing with established brands like Nike and Jordan. A key takeaway is how partnerships with high-profile athletes affect a company’s success in the market and how innovation and unique products can help overcome challenges.

Overall, Stephen Curry and Under Armour have made a significant impact on the NBA industry, leaving a lasting impression on the sport and fashion industry. FAQs:

Q: What is Stephen Curry known for in the NBA?

A: Stephen Curry is known for his exceptional shooting ability, quickness, and ball-handling skills. Q: Why did Stephen Curry sign with Under Armour?

A: Stephen Curry signed with Under Armour due to Nike’s mistake of not giving him enough attention, Under Armour’s persuasive tactics, and their values aligning with his own. Q: What is Under Armour’s strategy for entering the NBA world?

A: Under Armour copied Nike’s strategy for attracting athletes, offering unique feature-rich products at lower prices, and partnering with notable athletes. Q: What are Under Armour’s challenges compared to competitors such as Nike and Jordan?

A: Under Armour faces challenges such as competing with established brands with strong reputations and loyal customers, breaking into the intensely competitive shoe market, and striking a significant dent in the industry.

Q: What is a key takeaway from the article?

A: A partnership with high-profile athletes and innovation in unique products can help overcome challenges and lead to success.

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