Curry Brand, the brainchild of Warriors G Stephen Curry, has set its vision of building a legacy brand in the athletic wear spaceCurry Brand As the calendar turns to 2025, Curry Brand, the brainchild of Warriors G Stephen Curry, has set its vision of building a legacy brand in the athletic wear space by embracing authentic cultural connections and expanding globally.In 2024, Curry Brand made significant strides. It expanded its athlete roster by signing USC G MiLaysia Fulwiley and Lakers G Quincy Olivari. The year also saw the launch of Curry’s 12th signature shoe and Sacramento Kings G De’Aaron Fox’s debut shoe, the Fox 1, which launched last week. Additionally, the brand continued to form partnerships with local youth sports programs across the U.S. and launched its first global store in China.But as the brand looks ahead to the coming year, head of marketing Nana Dadzie aims to elevate the brand beyond just being another sportswear label, but rather into a lasting legacy similar to Jordan Brand, which has grown well beyond its namesake’s playing career.Dadzie says that to achieve this goal, the brand will focus more on activations, expand its athlete roster beyond just basketball and further drive its globalization efforts.For NBA All-Star 2025, which will be hosted in Curry’s backyard, the brand plans to collaborate with content creators more to produce organic content. The brand has previously collaborated with content creators like Flightreacts, and MaxIsNicee, as well as local artists in Philadelphia for a sneaker campaign.“One thing that I personally think is very valuable to Curry Brand is letting other voices do the talking,” says Dadzie. With All-Star Weekend serving as a central hub of all things from fashion, music, and entertainment, Dadzie views the festivities as the right place to “authentically connect in culture.” “We want to kind of open our arms and bring those people in a little bit more and have them help us create more dynamic content," he saidTo build a legacy brand, Dadzie also acknowledged the need for a roster of athletes capable of carrying the mantle.He says by bringing in Fox and MiLaysia as ambassadors, two star players in professional and college basketball, they have added athletes who attract daily attention.“We've really legitimized ourselves by adding those two players to our family but more so we've also legitimized our tech by having them go out there and be ambassadors and bringing other athletes in and convincing [them] you need to be playing in this because it's the best thing I've ever put on my foot," he said.Curry Brand is looking to continuing adding athletes that will elevate the brand. In the next year, plans are to expand its athlete roster, venturing beyond basketball to find athletes who are the right fit to diversify its representation and reach.“When you look at a brand that's going to represent all of sport, we're looking to bring in athletes who change the game,” says Dadzie. “We're looking for athletes who want to change their communities just like Stephen and you can find athletes like that anywhere.” He did not disclose who they are currently targeting but said that plans are in the works.Globalization will also be a key factor for Curry Brand in the coming year to achieve this long-term goal. The brand is coming off the heels of a global tour in China where it opened its first store in the region this past summer. Dadzie noted they have plans to go on tour again next year, but details of the tour weren’t disclosed.“Continuing to spread this brand globally is going to be a big thing for us, so you can expect to see Curry Brand in a couple places around the world next summer as we look to expand," he said.To do so, plans are to open more stores in the APAC region, which he believes will be a huge opportunity to grow the brand.“We want to make sure that we continue to double down in that region open more stores. …" he said. "We know we know where we have wins, but we also know where we have some wins that we can still go and collect and that is a region where we're going to go and still collect some of those wins." Kings G De'Aaron Fox's debut shoe, the Fox 1, was launched last week.Curry Brand

Curry Brand, the brainchild of Warriors G Stephen Curry, has set its vision of building a legacy brand in the athletic wear spaceCurry Brand As the calendar turns to 2025, Curry Brand, the brainchild of Warriors G Stephen Curry, has set its vision of building a legacy brand in the athletic wear space by embracing […]

Curry Brand, the brainchild of Warriors G Stephen Curry, has set its vision of building a legacy brand in the athletic wear spaceCurry Brand

As the calendar turns to 2025, Curry Brand, the brainchild of Warriors G Stephen Curry, has set its vision of building a legacy brand in the athletic wear space by embracing authentic cultural connections and expanding globally.

In 2024, Curry Brand made significant strides. It expanded its athlete roster by signing USC G MiLaysia Fulwiley and Lakers G Quincy Olivari. The year also saw the launch of Curry’s 12th signature shoe and Sacramento Kings G De’Aaron Fox’s debut shoe, the Fox 1, which launched last week. Additionally, the brand continued to form partnerships with local youth sports programs across the U.S. and launched its first global store in China.

But as the brand looks ahead to the coming year, head of marketing Nana Dadzie aims to elevate the brand beyond just being another sportswear label, but rather into a lasting legacy similar to Jordan Brand, which has grown well beyond its namesake’s playing career.

Dadzie says that to achieve this goal, the brand will focus more on activations, expand its athlete roster beyond just basketball and further drive its globalization efforts.

For NBA All-Star 2025, which will be hosted in Curry’s backyard, the brand plans to collaborate with content creators more to produce organic content. The brand has previously collaborated with content creators like Flightreacts, and MaxIsNicee, as well as local artists in Philadelphia for a sneaker campaign.

“One thing that I personally think is very valuable to Curry Brand is letting other voices do the talking,” says Dadzie. With All-Star Weekend serving as a central hub of all things from fashion, music, and entertainment, Dadzie views the festivities as the right place to “authentically connect in culture.”

“We want to kind of open our arms and bring those people in a little bit more and have them help us create more dynamic content,” he said

To build a legacy brand, Dadzie also acknowledged the need for a roster of athletes capable of carrying the mantle.

He says by bringing in Fox and MiLaysia as ambassadors, two star players in professional and college basketball, they have added athletes who attract daily attention.

“We’ve really legitimized ourselves by adding those two players to our family but more so we’ve also legitimized our tech by having them go out there and be ambassadors and bringing other athletes in and convincing [them] you need to be playing in this because it’s the best thing I’ve ever put on my foot,” he said.

Curry Brand is looking to continuing adding athletes that will elevate the brand. In the next year, plans are to expand its athlete roster, venturing beyond basketball to find athletes who are the right fit to diversify its representation and reach.

“When you look at a brand that’s going to represent all of sport, we’re looking to bring in athletes who change the game,” says Dadzie. “We’re looking for athletes who want to change their communities just like Stephen and you can find athletes like that anywhere.” He did not disclose who they are currently targeting but said that plans are in the works.

Globalization will also be a key factor for Curry Brand in the coming year to achieve this long-term goal. The brand is coming off the heels of a global tour in China where it opened its first store in the region this past summer. Dadzie noted they have plans to go on tour again next year, but details of the tour weren’t disclosed.

“Continuing to spread this brand globally is going to be a big thing for us, so you can expect to see Curry Brand in a couple places around the world next summer as we look to expand,” he said.

To do so, plans are to open more stores in the APAC region, which he believes will be a huge opportunity to grow the brand.

“We want to make sure that we continue to double down in that region open more stores. …” he said. “We know we know where we have wins, but we also know where we have some wins that we can still go and collect and that is a region where we’re going to go and still collect some of those wins.”