What are the chances he’d rise to the top of the league? Twenty million to one. Today, Joel Embiid accomplished just that. The seven-foot-tall Philadelphia All-Star was named MVP of the 2022-2023 NBA season, officially claiming the esteemed honor he’s fought so hard for. The three-time MVP nominee and two-time runner-up defeated the defending award winner to take home this season’s title.
As an all-around dominant player and elite center, the UA Basketball athlete is no stranger to the spotlight. Embiid led his team to a 51-27 record this season, lighting up the scoreboard and leading the league in scoring for the second year in a row putting up an average 33.1 points per game. Philadelphia is currently in the Eastern Conference semifinals, after sweeing Brooklyn in the opening round of the Playoffs.
It was a powerful regular season that landed Philadephia in the Playoffs for a sixth-straight season, highlighted by performances like Embiid's 52-point, 13-rebound effort in the 103-101 win over Boston that established him as the MVP front runner. Embiid dominated all year, but it is his determinaton, perseverance and impact both on and off the court that make him a true global inspiration to our next generation of athletes.
“You never know which opportunity is the opportunity. Focus on yourself and be ready to conquer the next big thing.”
- Joel Embiid, Professional Basketball Player
Growing up in Yaoundè, Cameroon, Embiid played volleyball for most of his childhood until moving to the states at the age of 16 to take his shot at playing high school basketball in Florida. His natural talent on the court led him to play for Kansas for a year where he was a finalist for the Naismith College Player of the Year award before being drafted by Philadelphia in the first round. Despite injuries and setbacks, Joel Embiid continued to prove that putting in the work, pushing past any moment of doubt and facing adversity head-on would lead him to forge his own path to victory.
Joel continues to dominate both ends of the court, protecting his teammates and putting up points. Today, the six-time All-Star can cement his name as one of the greats, as the 2022-2023 Kia NBA MVP.
Six months after Protect This House officially re-entered the global sports vernacular, Under Armour has teamed up with Minnesota superstar wide receiver, Justin Jefferson, and legendary record producer, London On Da Track, to record and release a new iteration of the iconic rallying cry to show the world what it really feels like to be an elite athlete in today’s game.
Top Boy star and football fan Ashley Walters brought the speech to life with his iconic voice, combining the powers of man and machine in an innovative and authentic manner.
Over the weekend, Stephen Curry headed to the courts at Menlo Park to put on his annual elite hands-on training, giving youth hoopers the opportunity of a lifetime to learn from and play alongside the three-point king himself.
Under Armour welcomes Diana Flores, world flag football champion, as a new Global Ambassador addition to UA Athlete roster. Flores is the first flag football athlete to join the Under Armour family and, at 25 years old, is an inspiring example of the resilience and dedication it takes for young athletes to always strive for more.
The biggest stage in the world has arrived for female global football players. Every practice, training session, and qualifier has gotten them to this point with their hopes and hard work laid out for everyone to see. The Women’s World Cup not only showcases the best athletes around the globe but provides a well-earned chance for the world to celebrate their success.
Under Armour athlete Anthony Joshua unveiled the home for Under Armour (UA) Next, an athletic programme designed to identify, train, and develop London’s young athletes and sports leaders of tomorrow.
Born out of her now famous ‘dawg mentality’ and a need for a smoother transition to pro basketball that Kelsey experienced firsthand, Under Armour and Kelsey Plum recently hosted the inaugural Dawg Class powered by UA NEXT. Held at IMG Academy, this three-day camp set out to help women college athletes navigate their journey from college basketball to the professional level. Inspired by Kelsey’s jersey #10, Kelsey engaged on and off the court with nine of the top women’s college basketball guards, providing them with the tools and insights to succeed as a first step to increasing equity in sports.
Professionals like Jordan Spieth have come to rely on Under Armour for technologies and innovations that provide that extra edge on the greens. As the golf brand for athletes, Under Armour knows exactly what the seasoned pro and the beginner need to take their game to the next level – whether you’re playing at Augusta or on your local course.
Under Armour and Stephen Curry became a team in 2013. What started as an underrated point guard only a few years into the league, and a challenger brand looking to shake up the sporting industry, has become an iconic partnership with disruption and innovation at its core. Now, the two have amplified their unique partnership even further, forging a long-term commitment to serve athletes and communities and drive mutual success for years to come.
With the help of current and future basketball legends Stephen Curry, Kelsey Plum, Aliyah Boston, and Bryson Tucker, Under Armour is bringing back Protect This House.
To pave the way for young women and show them what a future in sports can look like, Under Armour and Kelsey Plum are launching the inaugural Dawg Class. Hosted at IMG Academy in April, this mentorship program will help women college athletes navigate the transition to the professional level.
At Under Armour, ‘Stand for Equality’ has always been a core value, meaning we stand with underrepresented groups, such as the LGBTQIA+ community, year-round and remain committed to creating better representation in sport, around the world, and in our own community.
At its core, Under Armour is an athlete-first brand, creating state-of-the-art products engineered to make competitors better. Driven by a desire to invest in its athletes, Under Armour is joining its UA Basketball players and hoops fans at the 2023 All-Star Weekend in Salt Lake City, Utah to celebrate the best of the best in basketball.
Back for its 15th year, Under Armour gathered 26 of the best high school volleyball players and top 100+ high school football players in the nation in Orlando, Florida for its annual UA Next All-America Week. Providing a unique mix of world-class experiences and accommodations, access to elite instruction and coaching, and next level competition and exposure for these athletes, the week-long experience provided the next generation of athletes with an opportunity to elevate their mental and physical game.
Under Armour is empowering and motivating athletes everywhere to harness that “Real Tough” mindset and level up to their goals this year by teaming up with three UA athletes who know a thing or two about pushing past their limits. Brooklyn guard Seth Curry, gold medalist and volleyball player Jordan Thompson and Netherlands Track & Field para-athlete Fleur Jong, are showing athletes everywhere how they find their “Real Tough” mindset in a series of inspiring content that provides a rare look at the inner mantras that drive them, the physicality of their training and the unwavering dedication they maintain to perform at their best.
On Sunday, November 6, Sharon Lokedi, of UA Mission Run Dark Sky Distance won the 2022 New York City Marathon wearing a World Athletics-approved prototype of the next iteration of the UA Flow Velociti Elite, with a time of 2:23:23. Traditionally specializing in the 5k, 10k, and half marathon distances, the NYC Marathon was Lokedi’s marathon debut and a celebration of a long journey to compete.
Kelsey’s new partnership with Under Armour is a perfect alignment of two forces that rally for the underdog and believe in the transformative power of sport.
This season was a remarkable one for Stephen Curry as he continued to reach new heights in his basketball career. After cementing himself as the best three-point shooter in league history, Stephen took home his fourth NBA Championship title and unanimously clinched the honor of Finals MVP. It’s only fitting that he will top off the year by eclipsing another milestone: the launch of the Curry Flow 10 – his tenth signature shoe with Under Armour and third under Curry Brand.
Most of the greatest successes in life and in sports are brought on by a profound change. And these big changes don’t come easily—a willingness to adapt takes bravery and determination. Finding comfort in the unknown allows us to live out our true potential instead of cowering from the next big move. Joel Embiid has allowed change to propel him forward and never let comparisons slow him down. Through the new Athlete No One Saw Coming campaign, Under Armour wants youth athletes to do the same and keep moving as they forge their own paths to greatness.
The steps of the female athlete are freshly-pioneered and all her own. Female basketball stars set a new course for the sport every time they step onto the court—their direction unmoored by men’s sports. There may be no better example than women’s basketball. In recent years, it’s become an entirely new game. As players move towards a position-less role and star power on the court increases, female athletes need a versatile shoe that not only heightens their performance but shows off their style and personality. Enter the UA Flow Breakthru 3: innovative footwear tailored to the specific needs and individual expression of female MVPs on the basketball court. Few players exemplify this combination of personal style and gametime performance like the face of this third generation shoe, power forward and NCAA Champion Aliyah Boston.
Curry Brand, powered by Under Armour, is taking on its ninth court refurbishment at the Ada Jenkins Center in Davidson, North Carolina, as part of the brand’s mission to impact 100,000 youth and renovate 20 safe places to play by 2025. The project kicked off at a special time for Stephen, as he returned to his alma mater to be inducted into the Davidson College Hall of Fame and receive his diploma. The court will be refurbished in partnership with Stephen and Ayesha’s Eat. Learn. Play. Foundation and The Summit Foundation, both of which share Curry Brand’s mission of ensuring all kids have access to safe places to play.
On August 12, Under Armour hosted its Elite 24 event in Chicago, bringing together 48 of the nation’s best rising boy’s and girl’s high school basketball players. As a brand dedicated to supporting the next generation of athletes, Elite 24 provided a venue for the future’s brightest stars to showcase their skills on the national stage and rise to the ranks of the nation’s top high school performers on the court.
Today, more than 70 kids received the surprise of their lives when four-time NBA Champion Stephen Curry and entertainment icon Snoop Dogg unveiled a newly refurbished basketball court at the Boys & Girls Clubs of Long Beach facility in Martin Luther King, Jr. Park. While the court had spent years in need of repair, it shined during today’s unveiling as kids took to the hardwood for the first time in more than a month to engage in hands-on skills programming through the support of Curry Brand, powered by Under Armour, on its mission to impact 100,000 youth and renovate 20 safe places to play by 2025. Since the launch of Curry Brand in 2020, Stephen and Snoop have been ideating ways they could collaborate and combine their shared passion for providing access to youth sports. Over the past two years, they remained close as they brought their vision to life, utilizing their collective platforms to make a meaningful impact in the lives of others.
Following a two-year hiatus, Stephen Curry’s hands-on training camp returned for the top high school basketball players in the country. One of the many ways Stephen gives back to the game he loves, Curry Camp provides mentoring for elite youth basketball athletes, empowering them on their journey to compete. The four-time NBA champion personally invited 26 boys and girls from across the country to receive 1:1 coaching from the three-point king himself alongside a star-studded roster of coaches and trainers. Campers had the opportunity to show off their skills while practicing and playing with some of the sport’s best, including former Los Angeles Lakers player Kent Bazemore and recently retired Davidson College head basketball coach Bob McKillop, who also served as Stephen’s coach while at Davidson from 2006-2009.
Our Values define and unite us, the beliefs that are the red thread that connect everyone at Under Armour. Our values are rallying cries, reminding us why we’re here, and fueling everything we do.
The MLB All Star break is underway, and Under Armour athlete Juan Soto is doing anything but slowing down with his impressive win at the 2022 T-Mobile Home Run Derby Monday night at Dodgers Stadium in Los Angeles.
Aliyah Boston is one of the country's most talented and recognizable basketball players. She has come a long way from her makeshift driveway basketball court in St. Thomas, but that doesn’t mean she’s left the islands in her past. Earlier this month, Aliyah crossed yet another milestone off her list by hosting her first UA Next Basketball camp in her hometown in the Virgin Islands. Created to educate, empower and encourage athletes of all ages, backgrounds, skill and socioeconomic levels—especially youth athletes—to get out and get moving, Under Armour’s UA Next platform launched in 2021 and has since expanded to cover several team sports categories.
On Tuesday, December 14, 2021, Stephen Curry achieved a milestone that he’s been aiming for nearly his entire career. Sinking a three against the New York Knicks, Curry surpassed NBA legend Ray Allen’s total of 2,973 to become the all-time leader in total 3-pointers made during the regular season. It’s a moment worthy of celebration that’s also seemed inevitable for years. Widely regarded as the best shooter in the league, Curry already holds the single-season record with 402 3-pointers sunk during the 2015-16 season, and surpassed Allen’s 3-point totals for regular and post-season play in November. Just this season, he’s been averaging 5 made 3-pointers per game and managed to surpass Allen’s regular-season record in 500+ fewer games, claiming the record in just 786 games, compared to Allen’s 1300. For Curry, the shot that has transformed professional basketball in his time has become an effortless extension of his talent.
Another milestone year is in the books for Warriors point guard Stephen Curry. The two-time NBA MVP led Golden State to a 103-90 victory over the Boston Celtics in Game 6 of the NBA Finals, earning his fourth NBA Championship title. Stephen finished the series with 34 points in last night’s game alone, including seven assists, seven rebounds and six 3-pointers, cementing himself as the NBA Finals MVP – a first for the all-time 3-point leader.
To build one of the most vibrant basketball communities in the metaverse, Curry Brand has partnered with some of the leading and most influential brands to push the boundaries of the Web3 space by developing Basketball Headz, the first-ever minted avatars linked to real-time performance. Following last year’s unforgettable NFT debut of the Genesis Curry Flow in honor of Stephen Curry breaking the NBA three-point record, Curry Brand once again made headway in the metaverse with the recent launch of basketball-inspired NFTs – or NF3s – linked to Stephen’s on-court performance during this year’s NBA playoffs. Through June 18, fans can continue to claim one free NF3 per digital wallet, per game, each time Stephen sinks a three-pointer. Beginning Wednesday, June 22, fans who were unable to claim a free NF3 will have the opportunity to purchase one for $125 at lab.currybrand.com, while supplies last.
Under Armour is thrilled to announce that its signature UA Flow technology has brought home gold at the 2022 Edison Awards in the Performance Based Design category, a first-time honor for the brand. The groundbreaking lightweight and long-lasting shoe technology was developed and executed in partnership between Dow and Under Armour teams including Innovation, Product Design, Biomechanics, Athlete and Consumer Insights groups, and many others. UA Flow technology was first introduced in December 2020 as the signature design element of our Curry Flow 8 basketball shoe.
Across every sport, Under Armour athletes never fail to break boundaries and push limits, and our NBA athletes are no exception. Throughout the 2021-2022 season, each have put their grit, perseverance, and commitment to the sport on full display. With the NBA playoffs kicking off this month, Under Armour has yet another thing to celebrate alongside our athletes: all of our NBA stars – Stephen Curry, Joel Embiid, Nah’Shon “Bones” Hyland, Patty Mills, Seth Curry, Will Barton and Damion Lee – have made it to the first round. “I am always amazed by the sheer grit and determination of our UA athletes, and this NBA season is proof of that,” said Sean Eggert, SVP, Global Sports Marketing at Under Armour. “All of our NBA athletes have all shown up in their own way for their teams, their fans and themselves this season, and UA could not be prouder of each of them.”
For 2022 NCAA National Champion Aliyah Boston, the love of the game was planted under the Caribbean sun, on an unlevel driveway with an old basketball hoop. Relentless determination, faith, hope, and family helped lead to her success as the National Player of the Year. Now, Boston is taking her success and love of the game, and transforming it into her legacy as she joins Under Armour in their commitment to increasing access to sport for youth athletes by growing the game of women’s basketball for athletes in the United States and across the globe.
Under Armour athletes are tough. Ready to take on a challenge. They’re champions on and off the court; determined to always strive for more and empower the next generation of greats. This March, the South Carolina women’s basketball team proved what UA athletes are made of with its second National Championship title win. The Gamecocks allowed an average of only 50.5 points against them, per game. The team leads the nation in blocks with 265. The next closest team, Georgia, trails behind with only 197. They also lead the nation in rebounds with 1,686 total; out-rebounding opponents by approximately 18 per game. Adding to their victory on the court, South Carolina and Under Armour are donating $50,000 to the City of Columbia Parks & Recreation Foundation - an organization dedicated to preserving, enriching, and sustaining cultural, environmental, and recreational facilities and programs across Columbia’s diverse communities. This donation will help the City of Columbia Parks & Recreation Foundation continue to increase access to sport through their facilities at parks and recreation centers.
Under Armour’s Curry Brand is gearing up for the launch of another set of sneakers inspired by the iconic characters of Sesame Street. After dropping the first two shoes in the collection, five more Sesame Street friends will be hitting the court with designs based on Cookie Monster, Oscar the Grouch, Lily the Tiger, Abby Cadabby, and Elmo. “My favorite Muppet on Sesame Street is definitely Elmo,” said Stephen Curry. “He’s always laughing and smiling and having a great time and bringing the best out of everybody. It’s the same joy that I try to bring to the court,” said the NBA All-Star. Curry, a father of three, has embraced the Sesame Street collaboration in part because of their shared commitment to uplifting underserved and underrepresented communities, and its ability to spread joy and positivity around the world.
Stephen Curry knows a thing or two about being an NBA All-Star. His appearance on the court in Cleveland, Ohio, on February 20th will mark his 8th consecutive NBA All-Star game since being selected as a starter for the first time in 2014. Stephen’s past appearances at the All-Star games have been a showcase for all of the things that make him great. His shooting skill, his dynamism, his ability to think on his feet — all while smiling and bringing infectious positive energy to the game. Stephen also embodies the elit moniker when he’s off the court just as much as he does when he’s on it. Through his philanthropic efforts, including his work with Curry Brand, Stephen has remained steadfastly committed to giving back to local communities, creating opportunities for young athletes, and generally changing the game for good.
Hyland grew up in a single-parent household with three siblings in Wilmington, Delaware. Bones’ mother Marshay — a constant force of optimism and betterment in his life — kept a close guard on him, always nudging him toward the relative safety of the gym and sports, and away from some of the darker roads available to a young man in Wilmington. His first sport was football, but he switched to basketball at the behest of his mom. “Making sure that he stayed busy was very important to me,” said Marshay Hyland. “He could've easily went the wrong way, so I had to constantly just [guide him] — it wasn't hard to constantly drive him, because he already had that self-motivation. It was just keeping him on a clear path, and making sure that he didn't do what everybody else was doing.” Through it all, Hyland stayed out of trouble by staying in the gym and on the court, dedicating every fiber of his being to becoming a better athlete, becoming a rising star by high school.
Not every kid who enjoys basketball gets the chance to grow up learning and enjoying the game. For one Baltimore teenager, honing his talents required him to move away from home, and in the process, build new bonds and a brighter future. Karim Harris, 17, didn’t discover basketball so much as it found him. He was a third-grader in York, Pennsylvania, one who was head and shoulders taller than his classmates, who liked to hang out in the gym after school shooting hoops. A coach saw his potential and convinced him to sign up for an after-school league, and within a season, Karim’s team had a championship title with him at center. “From there, I just fell in love with the game,” says Karim. “I knew I wasn’t that great, but I played a big role in that team to just work hard, rebound, do whatever my coaches needed me to do.”
They showed up and they balled out. The first season of the Under Armour Association's (UAA) grassroots platforms – Girls UAA (GUAA), Girls UA Rise and Girls UA Future – for girls age groups from 17U to 10U has concluded, after a battle for championship glory at the finals. Keep reading to learn what went down during the inaugural Girls UAA Finals events. Girls UAA Girls UAA provides elite girls travel teams with the same league-style circuit as the boys UAA teams. After launching in April 2019 with 36 teams at the 17U and 16U levels and 32 teams at the 15U level, the teams participated in 10 regular season games, five final games and three total league sessions with the Girls UAA Finals taking place in Atlanta, July 23-25, 2019 at the Georgia International Convention Center. The energy in the venue was contagious, the crowds were electric, and the players were competitive, skilled and ruthless in their journeys to championship victory. The event was home to more than 100 Girls UAA teams, spanning across 15U, 16U and 17U. 29 states and two Canadian provinces were represented, and 590 college coaches were onsite over the course of the event to scope out the talent. On court were the consensus number one players from each of the 2020-2024 graduation classes, solidifying Girls UAA as one of the most talented grassroots basketball leagues in the nation. Each age division crowned a first-time champion for the newly formed league. At the 17U championship (see the championship bracket here) FBC United took on Example Sports. FBC United, coming off a strong showing throughout the season, had asserted dominant play in a number of games, displaying the depth of their team’s collective talent, skill and knowledge of the game. The team stormed through the 17U division with a 10-0 record, with shooting guard Treasure Hunt leading the team in scoring. With a final score of 66-36, FBC United ended their first Girls UAA season undefeated. Center Kamilla Cardosa earned Finals MVP honors for her stellar Offensive and defensive performances throughout the championship run.
Dynasties are folklore in sports. The names are few, but instantly recognizable. The Golden State Warriors, led by Stephen Curry; the New England Patriots, led by Tom Brady. In 2019, there are some new names at the table – young, fearless and hungry, the St. John’s College (SJC) High School Girls Basketball team has gone 99-5 over the past three years to secure three Washington Catholic Athletic Conference (WCAC) Championships and four District of Columbia State Athletic Association Championships in a row.
Under Armour Basketball kicked off 2019 with its athletes at NBA All-Star Weekend focused on what matters most – the people. UA celebrated basketball as well as the values championed by the communities and shared by the brand and its star athletes. A number of local community giveback initiatives left an impact lasting far longer than the festivities of the All-Star weekend. Under Armour is continuing to support its athletes in giving back and celebrating the incredible bond between basketball and community, one that has given athletes across the globe a platform to achieve great things. Under Armour – through its UA Freedom initiative – and UA athlete and Atlanta Hawks shooting guard Kent Bazemore, along with Nancy Lieberman Charities, were in Atlanta to provide a new outdoor basketball court at the Thomasville Recreation Center. Giving back to the city that has supported him since it became his home in 2014, Bazemore is proudly teaming up to provide a safe space for kids to play, learn and be the best version of themselves, supported by programming focused on positive mentoring from law enforcement.