In a move that was largely unexpected until last week, NBA star point guard Stephen Curry (of Golden State Warriors fame) switched his endorsement brand from the world-leading Nike to emerging powerhouse Under Armour.

A longtime Nike athlete from his collegiate playing days at Davidson College in North Carolina, Curry grew into a league-wide star, steadily racking up awards for his play, particularly in the shooting categories. Having set a new NBA record for three-pointers made, Curry expounded on his reputation as an elite player (not just shooter) in the 2013 NBA Playoffs. The 6'3" guard set a new standard for play seemingly every month of the 2012-2013 season, leading averages such as 22.9 points per game, 6.9 assists per game, while hitting 90% of his free throws and 45.3% of his three-point shots as a endorser for the Swoosh.

Having noted how much he was impressed by Warriors teammate Kent Bazemore's treatment from the brand, Curry made the change to Under Armour and now joins a whole team of point guards that represent Under Armour, including Brandon Jennings (newly acquired by the Detroit Pistons) and Raymond Felton, the starting point guard of the New York Knicks.

Said Curry on the move to the new brand:

“After the exciting playoff run we had last year, I carried that momentum to my training and pushed myself at every level this offseason. I joined the Under Armour family because they share my passion for working hard and taking no short cuts. From what I’ve seen, they are extremely committed to supporting their athletes on and off the court as well as building the game’s most innovative basketball footwear that will help make my job on the court a little bit easier.”

Curry will be wearing the UA Micro G Anatomix Spawn in Warriors-themed colorways and will be featured upon release, digitally and in-store.

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