"It's like Michael signing with Nike in '84"

Former Nike executive Sonny Vaccaro once compared Stephen Curry’s deal with Under Armor to Michael Jordan’s partnership with Nike. Curry was a Nike athlete before joining UA in 2013. He became a superstar, Nike passed on his opportunity, and UA became a global shoe giant.

In 2016, Vaccaro discussed Curry’s partnership with UA in an interview with ESPN’s Ethan Sherwood Strauss. The Golden State Warriors superstar is on the verge of winning his second consecutive MVP award and is on the verge of confirming his superstar status.

“This is the hardest thing for Nike to accept right now,” Vaccaro said. “What you’re witnessing is a phenomenon. It’s like Michael signing with Nike in ’84. He’s going to become the most famous athlete. Why would he become that? Because he’s just like everyone else.”

Stephen Curry was a Nike athlete when he entered the NBA in 2009. His contract expired in 2013, but the company still has plans to sign him to a new contract. However, Curry was not their top priority, and Nike failed to convince everyone in his camp of their plans for his future.

The four-time NBA champion also suffered ankle issues early in his career, so not many expected him to become a superstar. Nike can’t even match Under Armor’s $4 million per year contract with Curry. The rest is history.

Founded in 2020 by Curry Brand, the Golden State Warriors superstar was named president earlier this year. He also signed a lifetime deal reportedly worth $1 billion that will give him greater influence within the company, including its golf, women’s, youth and sports style divisions.

UA’s rise mirrored Nike’s success in 1984 with Michael Jordan. When Jordan became a superstar, Nike became a global brand. They launched the Air Jordan brand on September 9, 1997, which became a multi-billion dollar cash cow for Nike.

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Michael Jordan, Stephen Curry and lifetime contracts

Michael Jordan is one of three Nike athletes to sign a lifetime contract with the brand. The other two are LeBron James of the Los Angeles Lakers and Kevin Durant of the Phoenix Suns. Stephen Curry’s new contract with Under Armor doesn’t specify whether it’s a lifetime deal.

However, UA founder Kevin Plank told ESPN that if Curry’s brand reaches sales goals, the contract will automatically be extended and could become a lifetime partnership.

“Why equity is such an important part of this is because the Curry brand and Under Armor should be equally helping each other throughout this process,” Plank said. “Together with Curry, we will build a strong, long-term, foundation Sexual brand.”