Under Armour et Stephen Curry prolongent pour 7 ans !

Stephen Curry, meneur des Golden State Warriors et MVP de la dernière saison de NBA, a fait un passage par Baltimore pour rejoindre le fondateur et CEO d’Under Armour, Kevin Plank, et officialiser ensemble devant la presse la prolongation de son contrat avec la marque jusqu’en 2025.

« Stephen est un talent unique et rare de sa génération et son influence sur le basketball ne cesse de grandir » selon Adam Peake, Executive Vice-President, Global Marketing d’Under Armour. « Son éthique de travail, son professionnalisme, sa confiance en soi et son engagement auprès des communautés font de Stephen le partenaire idéale pour faire grandir Under Armour dans le monde du basketball et à travers le monde. Nous sommes très heureux d’avoir Stephen dans la famille Under Armour et avons hâte d’écrire le prochain chapitre de notre histoire ensemble. »

« Under Armour fait véritablement partie de ma famille » a ajouté Stephen Curry. « Nous avons accompli beaucoup de choses durant les deux premières années du partenariat, sur et en dehors du terrain et j’ai hâte de faire partie de l’histoire de la marque durant le reste de ma carrière et au delà. Nous partageons une valeur commune : améliorer l’athlète et faire en sorte que chaque athlète aie en confiance en lui. L’équipe a fait un travail phénoménal pour développer des produits innovants pour mon jeu et créer des plateformes qui me permettent de rester connecté avec les athlètes du monde entier. Mais je suis persuadé que le meilleur reste à venir. »

Under Armour-Site-Curry-One-620x343
La Curry One d’Under Armour

En début d’année, Under Armour avait lancé la première signature shoe de Stephen Curry, la Curry One, suivie quelques jours et semaines plus tard par une collection de produits à son nom. Depuis son lancement, la Curry One est un véritable carton, se vendant sur tous les canaux de distribution. La Curry Two a été lancé en Asie il y a quelques jours lors de la tournée du joueur et sera dévoilée officiellement aux Etats-Unis et à travers le monde le 24 Octobre prochain.

Stephen Curry continuera à être partie prenante des campagnes marketing d’Under Armour dans le domaine du training, du lifestyle et des plateformes Connected Fitness. En effet, on devrait voir apparaitre des programmes d’entrainements « by Stephen Curry » sur la plateforme, accessible donc à tout athlète à travers le monde.


Cette annonce d’extension de partenariat est le dernier mouvement d’Under Armour dans le basketball. En août dernier, la marque a annoncé un partenariat de 10 ans avec la NBA, devenant le partenaire titre de la NBA Draft Combine. Mais surtout, comme expliqué au tout début de l’article, ce partenariat a été annoncé au moment de la présentation des résultats annuels d’Under Armour devant un parterre de journalistes et analystes financiers. Durant cette grande messe, Kevin Plank a annoncé un objectif revu à la hausse puisque le CEO et Fondateur a annoncé un objectif de 7.5 milliards de dollars de chiffre d’affaires en 2018 alors que le chiffre d’affaires à fin 2014 s’élevait à 3.1 millards de dollars. Pour atteindre ce chiffre, Under Armour devra donc réaliser un taux de croissance annuel moyen de 25%, un chiffre de 3 points supérieur à l’ancienne prévision, qui était déjà très ambitieuse et très élevé versus la concurrence qui se nomme Nike et adidas.

Tous les signaux semblent donc être au vert pour Under Armour et il faudra, comme on le répète souvent sur Sportsmarketing.fr, compter sur la marque de Baltimore dans les mois et années à venir.

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