Stephen Curry possesses the Midas touch. Everything he gets involved in seems to turn into gold. He has reshaped the Golden State Warriors’ destiny and carved out a prominent position for himself in the sports world. Moreover, his on-court heroics have solidified his name synonymous with the $3.24 billion Under Armour. Presently, Curry enjoys a lifetime deal with the renowned shoe company. However, his initial partnership revolutionized the basketball shoe landscape for the better.

Starting his career as an underrated point guard, Curry swiftly evolved into an icon within just a few years. Under Armour, a challenger brand against market leaders like Nike and Adidas made a name for itself with every incredible shot that Curry sank on the hardwood. There are numerous tales linking Curry and Under Armour. However, Curry recently revealed the personal touch behind his decision to align with UA.

Stephen Curry claims his 1-year-old daughter chose Under Armour

In 2012, Stephen Curry and his wife Ayesha welcomed their first child, Riley, into the world. Over the years, Riley’s natural charm has endeared her to fans. However, recent revelations from Stephen suggest that she may also possess her father’s golden touch in certain aspects of life.

During a conversation with Complex’s Joe La Puma, Stephen delved into the significance of his various sneaker endorsements. The host brought up a memorable moment when Stephen, as a sneaker-free agent, allowed his 1-year-old daughter to choose his next endorsement deal. According to the story, Stephen arranged a selection of sneakers on a table for Riley to consider. In an adorable twist, Riley picked out several brands and playfully tossed them off the table before ultimately handing her father an Under Armour shoe. Reflecting on this amusing incident, Joe humorously inquired whether Riley’s influence still shapes Stephen’s shoe designs today.

Stephen clarified that the sneaker selection process began with Riley. However, he had already been leaning towards Under Armour before her playful gesture. However, Riley’s spontaneous choice served to reinforce his inclination. Additionally, Stephen disclosed that his children have played a significant role in shaping various colorways and models for his sneakers.

Curry now has a lifetime deal with Under Armour

Steph Curry had just one year remaining on his Under Armour endorsement deal this year. To prevent a repeat of the sneaker free agent situation, the company extended his contract for a lifetime – essentially locking him into the athletic wear equivalent of a supermax deal.

The new deal could become one of the most lucrative endorsement contracts in the sports world. The numbers start to climb when factoring in the annual base pay, stock equity, royalties from signature products, and on-court incentive bonuses.

As part of his expanded role as a brand ambassador, Steph received a whopping 8.8 million restricted stock. This package alone is valued at a staggering $75 million.

Curry may earn more from his Under Armour extension than from his NBA contracts. It’s a deal that could redefine the landscape of athlete endorsements.