NBA superstar Steph Curry is looking to grow his brand in partnership with Under Armour, and he’s braced for a lengthy battle with Michael Jordan, who has formed a legendary partnership with Nike

Steph Curry is looking to take on Nike’s Air Jordan brand (Image: Getty)

Steph Curry is braced for a decade-long battle with NBA legend Michael Jordan as the Golden State Warriors superstar eyes astronomical growth with his longstanding partnership with Under Armour.

Curry, 36, first joined forces with the sports brand at the end of 2020 with his imprint with Under Armour. The all-time NBA three-point scorer hopes to make a big splash on the market and leave a long-lasting legacy on and off the basketball court, as Jordan did.

Nike launched the Air Jordan 1 in 1985 in partnership with a then-rookie Jordan, and the partnership results have yet to be matched.

In its first year, the Air Jordan 1 retailed at $65, generating over $100 million thanks to the Jordan Brand. Nearly four decades after its first launch, the Jordan Brand is in a league of its own, generating $6.6 billion in total revenue and currently valued at $6.5 billion.

Curry isn’t rushing to reach or surpass Jordan in the market. The guard knows that growing his brand will be a marathon, not a sprint. “What we’ve learned over the last 4 years, doing what we do great, and I understand this is a marathon,” he admitted.

“And I think we can have some success at a high level when it comes to what is, you know, 10, 20 years look like that mirrors Jordan Brand. But does it in a way that’s authentic to what I stand for, what Curry brand wants to stand for.”

He added to The Circuit: “Is the ambition to be as big as Air Jordan? My version of that in the sense of he set the standard and then everybody’s in the comparison game of his career on the court and obviously, what Air Jordan means, you know, culturally on court as well.”

Michael Jordan’s collaboration is the most successful in sports branding history ( Image: Getty)

Jordan is now a billionaire following his legendary career on the court and his many successful business ventures off it. The six-time NBA champion was the previous majority owner of the Charlotte Hornets before cashing into billions last year.

He’s also a huge motorsport fan and NASCAR Cup Series team 23XI Racing co-owner. His driver, Tyler Reddick, clinched the regular-season title and made the Championship 4 last season.

Curry and many other past and present NBA players are following suit. The Warriors superstar has a diverse investment portfolio. His venture capital firm, Penny Jar Capital, has made a wide range of financial decisions to help increase his wealth, with his playing career set to wind down in the next few years.