Latest news with #CurryBrand
Yahoo
3 days ago
- Business
- Yahoo
Curry Brand Signs Chinese Phenom in Global NIL Power Move
Curry Brand Signs Chinese Phenom in Global NIL Power Move originally appeared on Athlon Sports. In a landmark NIL deal that's already shaking up the global basketball scene, Curry Brandhas officially signed Jacob Zhu, known as Zhu Zheng in China. Zheng represents the brand's first Chinese athlete and second international signee. The 6'2' point guard from the Class of 2026 is more than just a rising star, he's the face of a new generation of global hoopers. Advertisement At just 16, Zhu's resume is already impressive. He's been scouted by top Division I programs like Auburn, Georgia Tech, and UCF, and he's preparing to suit up for China's U19 national team at the FIBA U19 Basketball World Cup. His game is defined by elite ball-handling, deadly court vision, and a jump shot that demands respect from anywhere on the floor. But this deal is about more than just basketball. It's about culture, connection, and brand power. 'I'm beyond excited to officially join Curry Brand and learn from the greatest point guard of all time, my favorite player growing up,' Zhu said. 'Steph's journey inspired me to believe that being 'undersized' doesn't mean being overlooked.' The NIL agreement gives Zhu access to exclusive footwear and apparel, personalized brand support, and a starring role in off-court initiatives across Asia-Pacific, especially in China's booming basketball market. With Zhu's mixed Chinese and Jamaican heritage and growing stateside reputation, Curry Brand isn't just making a marketing move, it's staking a claim in the future of global basketball. Advertisement 'He embodies many of the qualities we look for in a Curry Brand athlete with his style of play, his work ethic, and his commitment to bringing people together through sport,' said Simon Pestridge, VP of Marketing (APAC) and GM of Under Armour China. Zhu now joins a roster of standout Curry Brand athletes, including Stephen Curry, De'Aaron Fox, and MiLaysia Fulwiley. For NIL fans, this deal is a bold signal: international name, image, and likeness deals are no longer a trend, they're the future. Want to know what's next in global NIL? Keep your eyes on Jacob Zhu. The game is going global and Curry Brand is leading the charge. Related: Michigan Running Back's Groundbreaking NIL Deal Redefines College Football Related: Former Kentucky Great Has Words About NIL: 'I'm Glad I Didn't Play in That Era' This story was originally reported by Athlon Sports on Jun 6, 2025, where it first appeared.
Forbes
14-04-2025
- Business
- Forbes
Under Armour And Steph Curry Get A Boost From Larry Jackson And Gamma.
SAN FRANCISCO, CALIFORNIA - MARCH 11: A detailed view of the Under Armour "Curry Flow 10" basketball shoes worn by Stephen Curry #30 of the Golden State Warriors against the Milwaukee Bucks at Chase Center on March 11, 2023 in San Francisco, California. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Thearon W. Henderson/Getty Images) In a groundbreaking fusion of sports, fashion, and music, Under Armour's latest campaign featuring NBA superstar Steph Curry has stirred up the marketing world, reinvigorating the Curry Brand. The creative force behind this innovative project, gamma., the media company led by music mogul Larry Jackson, has been bridging the gap between music, culture, and brand partnerships. PETALUMA, CALIFORNIA - MAY 16: Under Armour apparel is displayed at a Dick's Sporting Goods store on May 16, 2024 in Petaluma, California. Under Armour reported fourth quarter earnings with revenue of $1.33 billion compared to $1.4 billion one year ago. The company also announced plans to layoff workers as North American sales fell 10 percent and don't forecast an improvement in the current fiscal year. (Photo by) The Under Armour x Steph Curry campaign, celebrating Curry's historic 4,000 career three-pointers, was more than just a typical endorsement deal. In celebration, this exclusive Curry Brand collection features gear built for performance and purpose. From breathable, moisture-wicking mesh shorts with secure zip pockets to the Curry 12 'Gravity' sneaker with UA Flow's anti-gravity grip, every detail is crafted for game-changers. NEW YORK, NEW YORK - MARCH 04: Stephen Curry #30 of the Golden State Warriors celebrates after a three point shot in the fourth quarter against the New York Knicks at Madison Square Garden on March 04, 2025 in New York City. The Golden State Warriors defeated the New York Knicks 114-102. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo) As Stephen puts it in a statement on the UA site, 'Everything I put my name on has to be good—it has to help you play and it has to support our mission to change the game for good.' SAN FRANCISCO, CALIFORNIA - JANUARY 05: The Curry 12 sneakers of Stephen Curry #30 of the Golden State Warriors are seen against the Sacramento Kings in the second quarter at Chase Center on January 05, 2025 in San Francisco, California. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by) According to Jackson, the project came together through personal connections and a shared creative vision. Through relationships at UA's Curry Brand, Jackson saw an opportunity to capture Curry's greatness in basketball. 'They brought me into it, and there was a concept around a fake-out idea—making you think we're talking about Jordan, but then pivoting to Curry," Jackson explained. HOLLYWOOD, CALIFORNIA - NOVEMBER 13: Larry Jackson (L) appears at gamma. And Snoop Dogg Unveil Their New Jewelry Line "Love Child" on November 13, 2024 in Hollywood, California. (Photo by) However, the initial concept needed a stronger creative thread including music, pacing, and a compelling voiceover. That's where Jackson and gamma. stepped in, crafting a campaign seamlessly blending sports legacy with cultural relevance. One of the most striking elements of the campaign was the inclusion of comedy legend Dave Chappelle as the narrator, sharing seriousness followed by jovial excitement for achievement. His compelling, deep, authoritative tone of voice conjured a magnetism to the spot, drawing comparisons to Morgan Freeman's iconic narrations. Chappelle highlighted what made the collaboration special to Jackson, revisiting a moment on set with the comedian when he told him, " 'Larry? You know what makes this thing so great? There were no agents involved. It was people of color driving creative about people of color.'" NEW YORK, NY - OCTOBER 16: Dave Chappelle performs during a midnight pop-up show at Radio City Music Hall on October 16, 2022 in New York City. (Photo byfor ABA) This organic, artist-driven approach is a hallmark of gamma.'s strategy of leveraging relationships and cultural insight to create authentic moments that resonate. Exemplifying how Music plays a pivotal role in the campaign's success, gamma incorporated tracks from its roster. These songs for the spot include Fantasia's "Superpower" (from The Color Purple soundtrack) and Sexyy Red & Bruno Mars' "Fat, Juicy, and Wet"—to create an energetic, memorable experience. Juxtaposed in tone, it represents the energetic rollercoaster that any one career can experience. "My main motivation was being able to create a moment for these songs," Jackson noted. "It's about stitching these worlds together in a way that feels natural and impactful." Larry Jackson, Co-Founder and CEO, Gamma, speaks during the Milken Institute Global Conference in Beverly Hills, California on May 3, 2023. (Photo by Patrick T. Fallon / AFP) (Photo by PATRICK T. FALLON/AFP via Getty Images) What sets gamma. apart from traditional record labels or distributors is its ability to function as a full-fledged creative agency. While competitors focus solely on music distribution, gamma. is crafting high-profile brand campaigns, merging music, fashion, and sports in innovative ways. "None of our peers are showing up as a creative agency, sitting down with companies like Under Armour and co-authoring campaigns," Jackson emphasized. "We're not just a label—we're a cultural engine." The launch of the Under Armour campaign signals a shift in how brands, rather than forced endorsements, rely on organic, creatively led partnerships where music and culture enhance the brand's message. Jackson sees this as just the beginning stating, "It's about finding companies that can sell, and using our IP to breathe new life into their campaigns. That's the new world order." HOLLYWOOD, CALIFORNIA - NOVEMBER 13: Larry Jackson and Snoop Dogg appear at gamma. And Snoop Dogg Unveil Their New Jewelry Line "Love Child" on November 13, 2024 in Hollywood, California. (Photo by) Under Armour's latest campaign highlights the fusing of a new cultural frontier. Led by Jackson and his gamma. team's sharp creative vision, the role of a music label in fashion is redefined as a modern media company. From jewelry collaborations with Snoop Dogg to fashion ventures like Metal Alchemist and bold ad campaigns, gamma. is shaping the future of entertainment and fashion marketing.
Yahoo
02-04-2025
- Sport
- Yahoo
MiLaysia Fulwiley reaping benefits of partnership with NBA All-Star Steph Curry
University of South Carolina's MiLaysia Fulwiley (12) drives past Tennessee Tech's Chloe Larry (21) and Keeley Carter (24) during the first half of action in the First Round game of the NCAA Tournament at the Colonial Life Arena on Friday, March 21, 2025. MiLaysia Fulwiley was scrolling on social media late Thursday night when she saw something that nearly brought her to tears. The South Carolina sophomore guard saw pictures and video of Golden State Warriors All-Star guard Stephen Curry walking in Chase Center wearing Fulwiley's 'Playa Society' T-shirt that shows a caricature of her in her Gamecock uniform. The shirt retails for $45. Advertisement ESPN's post of Curry wearing Fulwiley's T-shirt had more than 400,000 views. 'I was like, 'Oh my God,' I can't believe it. … When I seen him with my shirt on, it was like a dream come true,' Fulwiley said Friday after the Gamecocks' 108-48 win over Tennessee Tech in the first round of the NCAA Tournament. 'For him to do that, it shows what a good person he is. Because he didn't have to do it just because I'm signed with his label.' Fulwiley said Curry was supposed to have worn the T-shirt sometime last year but things never materialized. But Curry wearing it this year came at a better time as the Gamecocks go after their second straight national championship. Fuwiley scored 15 points in 19 minutes of the Gamecocks' first-round victory. Advertisement Curry has a connection with the sophomore senior guard dating back to her high school days. She attended his invitation-only camps in California and she played for Curry's AAU team during the summer before her senior year at Keenan High School. Fulwiley was in shock when she got the initial call from Curry to play on his AAU squad, as she already was on a successful team the previous two summers. 'I had to leave because Curry asked me. It was a no-brainer,' Fulwiley said. 'My mom was like, you have to do it. He doesn't just call anyone and ask them to play for him. My mom was like, if you play with him he might be able to give you an NIL deal, and that is exactly what happened.' Advertisement Fulwiley became the first college athlete to sign a name, image and likeness deal with the Curry Brand in March 2024. 'When it comes to the ability to change the game for good, nobody can speak to that more than MiLaysia,' Curry said in a release after he signed Fulwiley last year. 'She's changing the women's game on the fly with how she plays and moves on the court.' Fulwiley had news of her own Friday as her Curry Brand Grade MF12 'Butta' shoes dropped shortly after the Gamecocks' victory. This is her second pair of Curry Brand shoes released this year. In February, the Curry 'FamLAY' Garnet and Black shoes were released and those were the ones she wore in Friday's game. Fulwiley also gave each of her teammates a pair of the shoes for Valentine's Day. Advertisement The new 'Butta' shoes are gold in color, representing more of Fulwiley's flashy on-court personality and her social media handle Laywitdabutter. Fulwiley said she will wear them during the NCAA Tournament. 'I wanted to do something that represented my name and my swagger,' Fulwiley said. '… I feel like I am a very bright person and stand out a lot. It is only right to have bright shoes. I love how they created them. I gave them my colorways and ideas and they put them together.'
