Golden State Warriors star Steph Curry is not just making waves on the court, but he’s also preparing for a major partnership evolution with Under Armour. As the basketball icon gears up for the 2025 NBA All-Star Game, hosted in his hometown of the Bay Area, Curry is planning something monumental, not only for his career but for his brand and community initiatives.

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Since the inception of his collaboration with Under Armour, Curry has remained committed to projects that give back to his community. One of the most notable efforts is the core refurbishments throughout the Bay Area, a cornerstone of both his and his wife’s foundation. Under Armour has been unwavering in its support, and as Curry revealed, this partnership is about more than just products – it’s about impact. A major project is already in the works with the Oakland Unified School District, with plans to make it a centerpiece leading up to the 2025 All-Star Game.

Reflecting on his career and what lies ahead, Curry shared that the 2025 All-Star Game will mark his 16th year in the league. The event will undoubtedly be a defining moment for Curry, and he’s planning a series of surprises to make it a memorable experience for fans. Looking back on previous years, such as the 2023 All-Star Weekend in Indianapolis where “Steph’s Fun House” became a fan favorite, the stakes are higher for the upcoming Bay Area event.

Curry’s partnership with Under Armour has been instrumental in their mutual success. As Under Armour approaches its 30th year in business, Curry noted the lessons both he and the company have learned over the years. From being a public company to consistently evolving their brand, Curry believes this next chapter will be pivotal. The ability to apply the experiences and expertise gained over the years will be crucial in creating new opportunities for both Under Armour and Curry.

One area where Curry feels there’s still room for growth is in the storytelling behind his brand. Although the Curry brand has achieved significant success, he believes there is more to share about his journey, his values, and his legacy. With basketball at the heart of this expansion, Curry and Under Armour are working towards new ventures that will continue to build upon their existing foundation, with big plans on the horizon.

As Curry looks forward to 2025, fans can expect not only his athletic prowess on display but also the continued evolution of the Curry brand, backed by Under Armour. Together, they’re gearing up to deliver something truly special.