Competitive Edge - Sports & Entertainment Marketing News

Under Armour launches brand with NBA star Steph Curry to rival Nike’s Jordan

Under Armour announced Monday the launch of the Curry Brand with NBA star Stephen Curry, a long-time Under Armour athlete, in a bid to reach younger consumers and compete with Nike and its Jordan Brand.

The new line, which launches on this week, features shoes and clothes for a number of sports including basketball and golf.

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Discussion Questions:

  1. What is a brand?
  2. Is Under Armour a brand? Is Steph Curry a brand?
  3. Why would Under Armour launch a Curry Brand?
  4. What is a target market?
  5. Who is Under Armour targeting with the launch of the new Curry Brand?
  6. Why do you think the brand will feature clothes for sports outside of basketball (like golf)?
  7. In your opinion, will the Curry Brand be successful for Under Armour? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.