Under Armour and Stephen Curry expand their partnership after a decade together

Ten years after now-four-time NBA champion Stephen Curry Signed his first deal with Under Armour Inc (NYSE:UA), the two pirates announced an expansion of their partnership.

The Golden State Warriors superstar is stepping into the role of president of Curry Brand, his signature line of shoes and apparel.

Since 2013, Curry has helped Under Armour deliver unique product launches and offered insides on technologies such as UA Charged, UA HOVR, UA Warp and UA Flow. With the launch of the Curry Flow 10 last fall, he became the first Under Armour athlete, and the ninth athlete ever, to release ten signature shoes as part of his product line.

In the expanded partnership, Curry and Under Armour will drive product innovations in the basketball, golf, women, youth, and sportstyle categories, the company said. Curry will also take on a broad advisory role to strengthen brand love and grow the company’s roster of athletes. under armour toddler