Under Armour teams up with NBA star Steph Curry to create a basketball-inspired product line that gives back to underserved communities. The partnership allows Under Armour to build upon its line of athletic ambassadors while giving back during the holiday season.
While the new line of products includes footwear, apparel, and accessories, the main focus of the Curry Brand partnership will be on the philanthropic efforts the sales could produce. A percentage of each product sale will go towards the NBA star’s previously established charity, Eat. Learn. Play., which helps establish “safe places to play” for children around the United States. Under Armour is set to help build at least 20 new safe play spaces through the partnership, in addition to training 15,000 coaches and supporting 125 young athlete programs. The brand predicts 100,000 youth could be positively impacted by the partnership by 2025.
The extended initiative allows Under Armour to reintroduce “The Only Way Is Through”, its motto and international campaign launched earlier this year to encourage endurance and intensity in sports and life. The message could appeal to many consumers, particularly fans of Steph Curry, and help Under Armour boost sales from consumers looking to give back during the holidays. The message could further resonate with shoppers this year, according to a Gartner report on the topic, as the Coronavirus pandemic leaves consumers looking for inspiration to get through tough times and give back to those in need. With basketball shoes making up 3% of U.S. sneaker sales and consumers’ leaning into specialty merchandise—like goods designed by a celebrity— Under Armour could see a surge in sales through Curry Brand.
The activewear retailer promoted Curry Brand on Instagram and Twitter using the hashtag #TheOnlyWayIsThrough. The announcements also included a one minute video walking viewers through Steph Curry’s career and philanthropic mission which could help them feel like they know and relate to the star more, thereby inclining them to purchase new products. Turning to social media, where American consumers spend an average of two hours a day, allows Under Armour to boost awareness for its latest line and connect with consumers who may be homebound and turning to online shopping during the pandemic.
With Curry Brand, Under Armour can boost awareness for its brand and cause by teaming up with one of the most popular NBA players of today. Additionally, the partnership could help the activewear retailer connect with younger athletes and turn them into loyal consumers for years to come.