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Sporting brand Under Armour and NBA superstar Stephen Curry are extending their partnership with the introduction of the Curry Brand–a purpose-led performance brand with a mission to ensure every young person has equitable access to sport.

According to UA, only 22% of kids growing up in low-income households are participating in youth sports- an issue that Under Armour and Stephen Curry are aiming to impact with the creation of Curry Brand.

“Through the community work I’ve done with Under Armour for over a decade, I’ve learned that talent is everywhere, but opportunity is not,” said Stephen Curry. “All of our work together has been dedicated to creating a more equal playing field that closes the gap between those two areas. 

The Curry Brand is getting its journey started in Oakland by committing to Oakland Unified School District to bring the joy of the game of basketball to each middle school, as well as partner with Positive Coaching Alliance to provide professional development for every youth sports coach in the Oakland Unified School District as well as Oakland Parks, Recreation & Youth Development. As Curry Brand develops its impact model and builds its portfolio of partners, it is committed to helping more than 100,000 young athletes by 2025.

Curry Brand will feature footwear, apparel, and accessories across multiple categories including basketball and golf, with continued category expansion in future seasons such as running and women’s.

Curry Brand apparel and accessories are available for purchase now at currybrand.com, with performance basketball footwear releasing globally on December 11.

Photo via (PRNewsfoto/Under Armour, Inc.)