Curry Brand Officially Launches December 1st, Aims To Reach 100K Youth Athletes By 2025_Fashion at Your Feet

Though rumor months prior, Under Armour has just proffered official confirmation of Stephen Curry‘s latest venture: a charitable legacy brand that uses product as a means to assist under-resourced communities.

Dubbed Curry Brand, the eponymous imprint will first debut tomorrow, December 1st, with a small host of apparel and accessories. A percentage of their yearly revenue will go directly to those in need, and by 2025, they aim to create 20 safe places to play, support 125 youth programs, and deliver training opportunities to over 15,000 coaches. With intention of going global eventually, the brand will first start its efforts in Oakland, collaborating with local organizations like Positive Coaching Alliance and Coaching Corps.

“We have a shared goal of unlocking play for kids, so that became a natural place for us to focus,” Curry stated. “I grew up doing a lot of things to give back to the community with my family—and continue that now—while Under Armour has done so much to support athletes around the world.”

After their small start on December 1st, expect a range of footwear to drop after December 11th, including a White/Black Curry 8 as well as a White/Gold colorway further along on December 18th.