Curry Brand + TUFF CROWD Join Forces
Stephen Curry is making waves within the apparel space. From his tunnel walk arrivals to his looks on the links, Stephen has long had an eye for fashion. On the heels of the release of his 11th signature shoe with Under Armour—the Curry 11—Stephen and Curry Brand are now gearing up for his latest fashion endeavor, a collaboration with luxury streetwear brand TUFF CROWD.
Established in 2018, TUFF CROWD was founded by nine-year NBA veteran and original UA Basketball Athlete Brandon Jennings in Woodland Hills, California. Influenced by Los Angeles style, powering through life’s tough situations, and Jennings’ own elevated taste, TUFF CROWD designs are bold, effortless, and clean.
“This collab really started from respect and Stephen seeing how far TUFF CROWD has grown."
Brandon Jennings, First UA Signature Basketball Athlete & TUFF CROWD Owner
"It’s funny, because I was looking up some of our earliest orders, and he was one of the first to buy a beanie from us, years ago. He’s always shown love and worn TUFF CROWD, and it was only right that two of the original athletes on the Under Armour roster came back together for this collection,” said Jennings.
Curry Brand and TUFF CROWD’s limited-edition footwear and apparel collaboration will include a Curry 11, Curry Flow Cozy, and UA Spawn FloTro, alongside a limited apparel release, including apparel, slides, a tote bag, hats, beanies, and socks. Incorporating TUFF CROWD’s signature dark mood and edge, the collection draws from personal connections for both Stephen and Jennings and marks the first time Curry Brand is releasing a shoe that features the black Flow. Inspired by Stephen’s 4th championship and Finals MVP in 2022, a tagline is featured throughout the collection: “What they gonna say now?”. Intricate details on the shoes include TUFF CROWD signature collar embroidery, in Curry Brand font type, across tops, as well as a barbwire “Curry Splash” logo connecting the two brands together.
The Curry Brand x TUFF CROWD collection brings together two foundational players in the UA Basketball family, with Jennings having been the first-ever signature athlete to sign with Under Armour in 2008, setting the stage for what a successful brand partnership looks like. Jennings went on to launch two signature shoes with Under Armour, Black Ice, and Bloodline, and during the NBA lockout in 2011, interned at Under Armour’s Baltimore headquarters as the ‘Curator of Cool.’ He spent his time learning the ropes of the design and footwear industry, which eventually led him to create TUFF CROWD.
“Being able to see firsthand how things work as a company, and learning about materials, fabrics, designs, comfort, and different styles, it helped me form a vision around how I wanted my product to be,” said Jennings.
“That whole internship and summer at Under Armour really helped me grow — it was my foundation for understanding how brands and business work.”
Brandon Jennings, First UA Signature Basketball Athlete & TUFF CROWD Owner
To celebrate this collaboration, Curry Brand and TUFF CROWD have joined forces to host a community event near Jennings’ hometown of Compton, California. Designed to serve the local community, the pop-up will offer consumers a chance to shop the limited-edition products before they are released online as well as offer a chance to get a first look at Curry Brand’s latest court refurbishment at the Rowley Park Gym in Gardena, CA – Jennings’ childhood court where he fell in love with the game of basketball.
“The fact that we’re able to do the pop-up and giveback at Rowley Park in Gardena really brings this full circle for me,” said Jennings.
“I donated the outside court with Under Armour back in 2011 during NBA All-Star Weekend, and now coming back to Rowley Park and having the opportunity to do the inside gym with Curry Brand is just an incredible feeling.”
Brandon Jennings, Former UA Signature Athlete & TUFF CROWD Owner
This court refurbishment is the latest effort in Stephen and Under Armour’s greater mission to change the game for good. Since Curry Brand started in 2020, the two have partnered to give back to the next generation of athletes by renovating courts with the hope of creating 20 safe places to play and impacting 100,000 youth by 2025. This is the 11th court that Curry Brand has refurbished as it continues to reach the shared goal of impacting youth athletes.
Under Armour x Brandon Jennings refurbished court in 2011 at Rowley Park, Gardena, CA.
Construction site of Curry Brand x TUFF CROWD newly refurbished court at Rowley Park in Gardena, CA.
Construction site of Curry Brand x TUFF CROWD newly refurbished court at Rowley Park in Gardena, CA.
The first installment of the Curry Brand x TUFF CROWD collab featuring the Curry 11 and Curry Flow Cozy will be released exclusively at Rowley Park in Gardena, CA on November 11th, with an online launch on tuffcrowd.com the following week. The Curry Brand x TUFF CROWD UA Spawn FloTro will drop on Friday, November 24th on currybrand.com. Stay clued into @CurryBrand for more details about upcoming releases.
