Below Armour is upping its game with Steph Curry

It was significantly from just an additional working day at the workplace at Under Armour’s Baltimore headquarters on Wednesday soon after NBA superstar Stephen “Steph” Curry walked in.

Curry joined CEO Kevin Plank to announce he is upping his partnership with the company by creating education programs that Beneath Armour will add to its Related Health apps.

Curry is previously visibly tied to the business. He wore Below Armour ( UA ) shoes on his way to profitable the 2015 NBA championship and the MVP award. Curry has a footwear line with the company and his 1st shoe, the Curry One, “has continued to almost totally market-out across all retail distribution channels,” Underneath Armour mentioned.

The deal with Curry will hold him hectic advertising his products calendar year-round as Underneath Armour appears to make the shoe accessible in far more international markets.

“The partnership also extends advertising rights to Asia, permitting Below Armour to market Curry and other athletes on its NBA roster in higher China employing NBA uniforms and league marks,” Beneath Armour explained in a statement.

Under Armour explained the deal is the firm’s newest example of its “fast-growing momentum in basketball.” It landed a new, 10-yr partnership with the NBA in August.

It is going head-to-head with Nike ( NKE ) , which at the moment controls about 90% of the basketball shoe market place.

But branding the sport’s MVP has produced a huge distinction. Below Armour has been scorching since Curry became the experience of its footwear line, and the firm expects yr-to-year earnings to develop 25%.

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