Curry's Shock Decision: How Under Armour Beat Nike

Stephen Curry's Under Armour Deal: A Business Masterclass In 2013, Stephen Curry made a decision that would reshape his career and the landscape of sports endorsements. He chose Under Armour, a relatively small player, over the basketball giant Nike. This decision, detailed in a recent CNBC Sports video, wasn't a gamble; it was a calculated move, orchestrated by Under Armour CEO Kevin Plank. Plank's strategy involved a unique approach: targeting Curry's then-teammate, Kent Bazemore. "We decided to overwhelm Kent with product, service, story, love, hugs," Plank recounts in the video. This unconventional strategy, focusing on relationship building, paid off. Curry, seeing the attention Under Armour showered on Bazemore, was intrigued. The video also features Curry himself, reflecting on his decision. "It was the first time I really took an equity position in a company," Curry shares, highlighting his long-term vision and business acumen. The CNBC video serves as a compelling case study in brand loyalty and strategic partnerships, underscoring the power of building personal connections in the business world. CNBC will premiere a documentary on June 4th at 9 p.m. ET, delving deeper into "Curry Inc.: The Business of Stephen Curry."