Stephen Curry

Stephen Curry revolutionized basketball with the three-point shot and parlayed that revolution into one of the most valuable athlete brands of his generation. His NBA salary has exceeded $50 million per year in recent seasons, making him one of the highest-paid players in league history. But it is his partnership with Under Armour that defines his financial legacy. The Curry Brand, launched as a sub-brand of Under Armour in 2020, gave Curry equity ownership and a share of revenue from his signature shoe line.

Curry's Under Armour deal was a pivotal moment for the company. After Nike declined to aggressively pursue Curry (reportedly mispronouncing his name during the pitch meeting), Under Armour signed him and watched their stock price soar as Curry won back-to-back MVPs. The Curry 4 and subsequent models have been strong sellers, and the Curry Brand extension into golf and lifestyle products has expanded the partnership's value.

Beyond Under Armour, Curry's endorsement portfolio includes JPMorgan Chase, Rakuten, CarMax, and Google. His production company, Unanimous Media, has produced multiple projects including the ABC game show The Million Dollar Secret. He is also an investor in Guild Education, Palm NFT Studio, and several tech startups in the Bay Area.