UA X LeMansory Car on Court
02.19.2025

Under Armour and Curry Brand Celebrate a Good Weekend in the Bay

Together the brands made a splash in the Bay Area with new collaborations, big community impact moments and exclusive product for the 74th Annual NBA All-Star Weekend

Under Armour and Curry Brand came together to celebrate 11-time NBA All-Star and now 2-time All-Star MVP Stephen Curry during basketball’s biggest weekend in San Francisco. With the festivities in Curry’s backyard this year, the brands showed up big time in the Bay with multiple activations, collaborations and unique product releases to show love for his legacy and remind basketball fans everywhere of their love for the game.

CURRY 12 ‘WHAT THE BAY’

All-Star Weekend officially kicked off for the brands on February 14 with the release of the Curry 12 ‘What the Bay’ sneakers. Inspired by the two cities that define the Bay Area: San Francisco and Oakland, this elevated mismatched pair features two complementary color palettes, each with unique design elements to reflect the spirit of both cities. Representing San Francisco, the left sneaker showcases an airbrushed blue-and-gray gradient suede upper, symbolizing the city’s notorious fog, with red accents on the TPU sidewall, heel counter and heel tab for the iconic Golden Gate Bridge. In contrast, the right shoe representing Oakland pops with an airbrushed orange-and-yellow gradient suede upper, paying tribute to the Town’s vibrant sunsets, while the light gray TPU sidewall, heel counter and heel tab are for the Bay Bridge. Each city’s respective gridlines are displayed on the sockliners as well as embossed on the TPU sidewall and heel counter of each shoe. San Francisco and Oakland’s area codes, “415” and “510”, can be found on the tongue of each shoe and are interchangeable with a Velcro backing, giving some extra Bay Area flare to Curry’s best signature shoe yet.

What the Bay Curry Sneakers
What the Bay Curry Sneakers
What the Bay Curry Sneakers

UNDER ARMOUR X SHOE PALACE COLLABORATION

To celebrate All-Star Weekend, Under Armour and Curry Brand teamed up with Shoe Palace, the well-known West Coast footwear company, to create an extra special retail activation for fans at their newest flagship store in San Francisco’s Union Square neighborhood. Fans of Stephen Curry were able to immerse themselves in the multi-level brand experience dedicated to honoring the greatest shooter of all time and showcasing some of his most unique pairs of shoes. The Curry 12 ‘What The Bay’ was available for purchase alongside custom t-shirts from Curry Brand and SLAM.

“This collaboration with Shoe Palace has been a long time in the making and it worked out perfectly that we timed it up with this store opening here in San Francisco while also celebrating our legend Stephen Curry during NBA All-Star Weekend,”

“With our retail activation and PE auction this weekend, we are thrilled to honor Stephen’s legacy on and off the court and continue building Under Armour and Curry Brand’s presence with fans in the Bay, working with Shoe Palace as a key collaborator.”

Ryan Drew

GM of Curry Brand.

Shoe Palace Retail Activation
Shoe Palace Retail Activation
Shoe Palace Retail Activation

The brands also sold a limited-run of six of Stephen Curry’s memorable PE colorways, which had never been made available to the public until now. Those colorways included the Curry 4 FloTro ‘Roses’, the Curry 4 FloTro ‘Karaoke’, the Curry 11 ‘Karaoke’, the Curry 8 ‘We Believe’ – Home & Away, and the Curry 10 ‘Met Gala’, and they were available for purchase on Friday and Saturday, only at Shoe Palace Union Square.

 

Together the brands also hosted an eBay auction with 30 pairs of Curry’s shoes (personal custom builds and PE’s) from the past twelve years. With each pair autographed by Stephen, the auction kicked off the morning of Friday, February 14 and will stay live through Monday, February 24, with the shoes all displayed at Shoe Palace’s Union Square location. All proceeds from the auction will support the on-going commitment of Stephen and Ayesha Curry’s foundation, Eat. Learn. Play., and Curry Brand as they work together in partnership with Oakland Athletic League to unlock access and opportunities within sports for Oakland Unified School District youth.

Shoe Palace Auction
Shoe Palace Auction

CURRY BRAND MAKES GOOD ON COMMUNITY IMPACT COMMITMENTS

Also on Friday, February 14, Curry Brand celebrated its 20th court refurbishment at McClymonds High School in Oakland, CA, fulfilling its commitment to renovate 20 safe places to play by 2025. With this final court completion, Curry Brand officially made good on all of its community impact goals set in December 2020, renovating 20 courts, training 15,000 coaches and supporting 125 programs to ultimately impact 300,000 kids around the world.

“When I joined Under Armour back in 2013, I never would have imagined the impact that we would have together,”

“Launching Curry Brand officially in 2020, we set out to make an impact to ensure young athletes have what they need to dream big. Today, we are celebrating hitting this incredible milestone with this 20th Curry Court refurbishment at McClymonds High School—a place with a history unlike any other in Oakland. We are thrilled to honor this school’s legacy and one of its most illustrious alumni today, Bill Russell. Bill wasn’t just a champion—he was a leader, a trailblazer, and someone who used his platform to fight for something bigger than basketball. His impact still lives on in every student, athlete, and alum who carries McClymonds pride and we are proud to keep his legacy alive here in the Oakland community and beyond.”

Stephen Curry

Curry Brand Community Impact
Curry Brand Community Impact

To celebrate this momentous occasion, Curry Brand brought together the top high school basketball players, 10 boys and 10 girls, from across the Oakland United School District (OUSD) to compete in an all-star exhibition on McClymonds newly-minted court in front of their family, friends and local community members. Read the full Newsroom story here.

STONE ISLAND X CURRY BRAND COLLABORATION

Curry Brand also announced a special collaboration with Stone Island to celebrate the Curry Camp Class of 2024 (’24) during NBA All-Star Weekend.

 

For the past eight years, Curry Brand has hosted Curry Camp, a prestigious annual basketball camp that brings together the top boys and girls high school talent from across the nation. In 2024, the brand did not host Curry Camp in its original form but instead honored these exceptional young athletes in partnership with Stone Island with weekend-long festivities in the Bay Area.

Liam Macrae Curry Camp

As part of this celebration, Stone Island presented the Curry Camp Class of 2024 with an exclusive (not-for-sale) tracksuit co-designed by Curry Brand and Stone Island. The experience also included attending Curry Brand’s community event in Oakland, celebrating the brand’s 20th court refurbishment at Bill Russell’s McClymonds High School, getting their photos taken by renowned photographer Liam Macrae, and enjoying an exclusive dinner and All-Star watch party together.

Liam Macrae Curry Camp
Liam Macrae Curry Camp
Liam Macrae Curry Camp

Class of 2024

The ‘24 Curry Camp features some of the most talented

high school basketball players from around the country.

This class includes:

 

Jacy Abii

G – Frisco, TX / Legion Prep Academy (2026)

Adan Diggs

G – Gilbert, AZ / Williams Field High School (2028)

Bella Flemings

G – San Antonio, TX / William J. Brennan High School (2026)

Tavid Johnson

G – San Diego, CA / Francis Parker High School (2027)

Ivanna Manyacka

G – Frederick, MD / Bullis High School (2027)

Brandon McCoy Jr.

G – Bell Flower, CA / St. John Bosco High School (2026)

Sydney Mobley

G – Sunbury, OH / Olentangy High School (2027)

Jojo Philon

F – Tampa, FL / Blake High School (2026)

Jordan Speller

G – Bethel, NC / Grace Christian Sanford (2027)

Curry Brand Community Impact

UNDER ARMOUR INTRODUCES MANSORY COLLABORATION

In addition to its basketball related-activations, Under Armour also made a bold statement during NBA All-Star Weekend, unveiling its first-ever collaboration with luxury automotive customizer Mansory on Friday, February 14. This partnership fused high-performance sportswear with elite craftsmanship, marking a pivotal moment in Under Armour’s expansion into premium sportswear.

 

The reveal of this collaboration kicked off in the early afternoon, with Stephen Curry debuting the exclusive Icon Heavy Weight Fleece at Curry Brand’s community impact event at McClymonds High School in Oakland. He also unveiled the all-new UA Echo sportswear footwear, a fusion of performance and lifestyle, featuring plush HOVR® cushioning for energy return and all-day comfort. Both the apparel and footwear were designed in a striking yellow-and-black colorway, paying tribute to Stephen’s legacy. While these exclusive editions are not available for public sale, additional product drops are planned for later this year.

 

That evening, Under Armour and Curry Brand hosted an exclusive party called “Love The Bay’ at San Fran The Midway, where invitees were greeted by a live display of the UA x Mansory Le Mansory Ford GT at the front entrance, setting the tone for an unforgettable night. The €2.5M custom-built supercar, featuring exposed carbon fiber and Under Armour-inspired yellow accents, reinforced the collaboration’s fusion of sport and luxury

UA X Mansory
UA X Mansory
UA X Mansory

This partnership signaled Under Armour’s evolution into elevated sportswear, leveraging strategic collaborations to push boundaries in performance, innovation, and style. With more premium releases planned for 2025, this event laid the foundation for Under Armour’s next chapter, proving that innovation in sport and luxury can coexist at the highest level.