SBD/September 30, 2013/Marketing and Sponsorship

Warriors' Stephen Curry Leaves Nike To Become Face Of Under Armour Basketball

Curry also recently inked an endorsement deal with MoGo Sport mouthguards
Warriors G Stephen Curry has "signed an endorsement deal with Under Armour that makes him the face of the brand's basketball branch," according to Jonathan Jones of the CHARLOTTE OBSERVER. Curry had "been a Nike athlete since joining the NBA" in '09. But UA is "on the rise in basketball with athletes like" Bobcats G Kemba Walker, Pistons G Brandon Jennings, Knicks G Raymond Felton and Clippers C DeAndre Jordan. Curry also "signed an endorsement deal with MoGo Sport, a flavored mouthguard company" (CHARLOTTE OBSERVER, 9/28). Curry said of the UA deal, "It's an opportunity to just continue to grow the game of basketball in my lane. I'm excited about the opportunity. We're in the beginning stages right now, but I'm looking forward to all that it will encompass as we go along" (S.F. CHRONICLE, 9/28). BLEACHER REPORT's Adam Fromal wrote with UA, Curry "is the man." Even though "monetary details haven't been released, it's presumably a great opportunity for him to increase his national appeal." But Fromal wondered what UA "is planning to do for his notoriously weak ankles" (, 9/27).

THIRSTY FOR MORE: The CHICAGO BUSINESS JOURNAL reported Kraft Food Group is rolling out a new ad campaign for its Capri Sun Roarin' Waters beverage featuring Curry along with Red Sox DH David Ortiz, U.S. gymnast Gabby Douglas and the WWE's John Cena. The effort includes TV spots, a social media campaign and a sweepstakes around the Playground Throwdown (, 9/27).
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