The biggest enemy of Jordan Brand, a brand owned by Nike, is here?
On the first day of December, a lot of big news came out. On December 1, Under Armor officially announced that it will launch Curry’s personal Sub-brand.
The cooperation model is similar to the Jordan series sub-brand launched by Nike in 1997.
Although the performance of the Golden State Warriors this season is mediocre, as long as we talk about the Warriors, no matter how ignorant people are about basketball, they can name a few names that we are already familiar with, such as Stephen Curry, Klay Thompson, Dre Mond Green, Anderson, etc., but today, the name Stephen Curry may be like Michael Jordan, resounding for a century.
In September 2015, Stephen Curry renewed his contract with sneaker sponsor Under Armor. The new contract will be implemented until 2024. Curry received the company’s equity in this renewal, announcing this After the news, Under Armor’s stock price hit a record high, which shows its great influence.
The new product line will give Curry the opportunity to build his own branded ready-to-wear line, with his own logo, and create apparel, footwear and apparel in multiple sports categories including basketball, golf, running, women’s apparel and more. The product line of accessories will continue to expand in future seasons, and the Under Armor logo will no longer appear in the Curry series.
Curry said: “This work has been running on and off for two years. From the perspective of the meaning of the brand and turning the success of a purpose-driven brand into an opportunity, this is just the beginning. We are just laying the groundwork now, but in Next year, you’ll start to see what we say we can do.”
“A big part of the Curry brand will be investing in youth sports, building a network and supporting kids in sports. We’re starting with Begins with a $1 million investment in people, programs, products and premises. Renovate the grounds and increase investment plans so children can play safely in the play areas. When you purchase a Curry branded product, we will put some of the money towards comprehensive Improve the skills of young people.”
Source: Under Armor official Weibo
Then the new Logo designed by UA for the Curry brand was exposed , judging from the picture, it seems to be an artistic combination of Curry’s initials S and C. At the same time, the design looks like wings and three-point gestures, which match his posture every time he shoots a three-pointer.
Going back to what I said at the beginning, UA’s launch of Curry’s personal brand does not actually mean that Curry has the same influence as Jordan. But Curry’s value and status in UA are comparable to Jordan’s status and value in Nike.
This is easily reflected through the financial reports since Curry signed with UA.
When UA signed Curry in the summer of 2013, the stock was trading at just $15.
In 2014, when Curry entered his first All-Star Game as a starter, UA’s stock price doubled to $30.
In the summer of 2015, Curry led the Warriors to the NBA championship and won the MVP. At this time, the stock price was already a record high of $52.
According to estimates, UA’s market value has increased from US$14 billion to US$28 billion in just two years.
In addition, the official also announced that Curry Brand will use a portion of its total revenue to strongly support sports every year. The plan is to build 20 sports venues, support 125 youth programs and provide training opportunities for more than 15,000 coaches by 2025.
It seems that the upcoming Under Armor Curry 8 is definitely worth looking forward to for fans. After all, it symbolizes a new beginning for Curry. It is reported that Curry 8 will be launched in platinum and black and white colors on the 18th of this month. Curry fans must not miss it!
The first is the significance of Curry to Under Armor. Without Curry, Under Armor was already a well-known brand, but in the basketball world, they were still newbies. Curry meant as much to them as Nike and Jordan. With Curry, Under Armor Only in this way can he quickly become the third giant in the basketball world and create a brand new position.
The second is Curry’s sales help for Under Armour. How much help does Curry have for Under Armor’s sales? After signing Curry, Under Armor’s stock soared from $47 to $120 due to the high sales of Curry’s shoes and peripherals. After Curry was renewed, Under Armor After that, the company’s market value soared from 14 billion to 28 billion. How could Under Armour be willing to let go of such a cash cow?
It has a milestone effect on the entire company’s development in the basketball field and has a huge impact on the entire company’s sales. Treatment, such Curry naturally deserves the “Jordan-style” treatment given by Under Armor. The most important thing is that with Curry as a living example, Under Armor will be more competitive in the battle for stars in the future. After all, having a personal brand is the dream of many stars, and it is obviously easier to achieve it in Under Armor. </p
