There aren’t many athletes who have a retail store of their signature sneaker line. Now, some Nike stores might feature more pairs of LeBrons than KDs. However, this doesn’t make them a store that would be ‘exclusive’. Stephen Curry, on the other hand, has his own brand. The Curry Brand was launched in 2020, as the Splash Brother’s partnership with Under Armour was only expanding. At that point, they had released 8 editions of Currys and offered the Warrior a deal worth $215 million. But with this recent announcement, it’s evident that the Curry Brand is ready to take the markets on!

Stephen Curry will be making way for the Curry Brand- China tour next week as the Chef will be unveiling the first-ever retail store of his signature line in Chengdu. Not only that, but De’Aaron Fox, Curry’s old hoops rival, will be Curry Brand’s first signature athlete! They will release Fox’s first-ever signature shoe in China- the Curry Fox 1’s. “Basketball is everywhere and we want to be everywhere,” the Splash Brother said, hinting at the unveil last week.

But the fun doesn’t end there. Steph will also be unveiling the long-awaited Curry 12s during this tour. This opportunity not only expands Steph’s fame around the world but also separates him from other big-time athletes with expensive endorsement deals. Curry has been with Under Armour for over a decade. In the process, Steph has pushed the brand past its limits. So much so that the Splash Brother received 8.8 million shares of Under Armour, valued at over $75 million! He also holds an equity stake in the company.

Nevertheless, Steph and Fox will be leading the Curry Brand- China tour next week, as the love from the country for the Warrior doesn’t seem to ever end. Like Kobe Bryant, the sharpshooter has garnered quite the fame from Asia!

But Fox won’t be the first player to release his signature kicks in China this summer. Just recently, Jayson Tatum unveiled JT 3’s during the Jordan Tour in China. Regardless, it will be an interesting opening, as the store will feature exclusive Curry Brand merch, from shoes to accessories! Though as the UA brand cuts the ribbon to its first retail store, what does it mean for its competitors?

Stephen Curry’s signature line can rival Nike

The Jordan Brand touched the $7 billion mark earlier this year. However, MJ isn’t an active player and the only athlete right behind him would be LeBron James. The King signed a lifetime deal with Nike worth $1 billion. But it would be better to see Nike release James’ brand soon. James and KD are among their top athletes, generating hundreds of millions for the brand. This strategic move from Steph and UA could challenge Nike in the long run. Curry Brand seems to be more open to signing deserving prospects.

Times have changed when it comes to signing endorsement deals. Especially with how Nike scouts its prospects. Players like Nikola Jokic, Jimmy Butler, and Austin Reaves have opted for Chinese shoe brands. It only makes sense, as players get to release their signature shoes exclusively and their name garners more attention worldwide.

Curry Brand is also headed down the same path, while having the powers of the greatest shooter of all time, the brand will only grow in the coming years. Nevertheless, it will be interesting to see whether we’ll ever witness Nike release a separate brand for the King. If anything, the 39-year-old deserves this title once he retires. On the other hand, this is just the start of Under Armour’s exclusive initiative, the parent brand being worth about $3.86 billion already, and will continue to grow even after Steph hangs his shoes.

What are your thoughts on Curry Brand’s first-ever retail store? Do you think more players will sign with the brand? Let us know in the comments.

Feel that you can do with another update from the sport of basketball? Then do check out this recent interview with the up-and-coming Georgia Lady Bulldogs star Asia Avinger.