Under Armour and Curry Brand are knocking down straight 3’s for this years 2024 NBA All-Star Weekend

Together the brands gear up for the 73rd Annual NBA All-Star with new, highly anticipated All-Star-inspired product and a “Curry’s Gameroom” pop-up activation dedicated to the fans

With a common goal of investing in its athletes, both Under Armour and Curry Brand are joining their basketball players and hoops fans at NBA All-Star 2024 in Indianapolis to celebrate the best of the best. Indianapolis will be at the epicenter of the basketball community, and so this year the brands are making a big splash with a pop-up activation at the Circle Centre Mall in downtown Indianapolis.


Paying homage to the classic arcade games of the 1990’s, Under Armour and Curry Brand are taking a step into the past and creating a nostalgic experience with Curry’s very own game room, merging the best of old school arcade vibes with the iconic and fresh style of Curry Brand’s own, Stephen Curry. Fans on site will not only have the opportunity to challenge one another on various arcade games and browse the latest apparel drops, they will also be able to connect with some of their favorite Under Armour Athletes Kelsey Plum, Diamond Miller, Jarace Walker and Ty Harris.


Curry Brand and Stephen Curry kicked off the weekend early, releasing the latest ad in their “Do Your Thing” Campaign on Tuesday, February 13. The ad features Stephen Curry, De’Aaron Fox, Kelsey Plum, and Famous Los along with the debut of a new song, "Shimmy", by DJ Crazy, featuring TJ Atoms.


To continue the momentum, beginning Friday, February 16, Under Armour and Curry Brand will open the doors to their activation at the Circle Centre Mall, where fans will be able to compete live on various arcade games with their friends and fellow hoopers while also browsing, with the option to purchase, the latest All-Star inspired sneakers and apparel.


On Saturday, All-Star events kick off with the HBCU Classic presented by AT&T, where for the first time ever, the game will see two Under Armour schools from the CIAA conference, Virginia Union and Winston-Salem State, go head-to-head. Later that day, all-time 3-point leader and Golden State Warriors guard Stephen Curry and WNBA single-season 3-point record holder and Sabrina Ionescu will compete head-to-head in the first-ever NBA vs. WNBA 3-Point Challenge. In honor of the historic shoot-out, the NBA and WNBA have committed donations to both players’ foundations, Curry’s Eat.Learn.Play, and Ionescu’s SI20 Foundation. In addition, for each shot made by Curry and Ionescu, State Farm will donate to the NBA Foundation which supports economic empowerment in the Black community. To conclude the weekend, Stephen Curry will make his 10th All-Star Game appearance, representing the Western Conference on Sunday, February 18.


As we have seen before, purpose powers Stephen’s performance, and Curry Brand has committed to donating $1,000 for every point scored during the All-Star Game to support Indianapolis Public School’s (IPS) middle school basketball programming.


Curry Brand will also bring in longstanding partners, Positive Coaching Alliance (PCA) and Good Sports to change the game for good for Indianapolis youth throughout All-Star week. On Thursday, PCA will kick-off the activities with a coaches training for Indianapolis Public School (IPS) basketball coaches, the first training of a series as Curry Brand and PCA will provide positive youth development for all IPS coaches throughout the next year. On Friday and Saturday, Curry Brand will host local basketball teams for surprise & delight moments and interaction with UA athletes within Curry’s Gameroom including Good Sports’ donation recipient Victory College Prep boys & girls basketball teams and an IPS middle school girls' basketball team.


Innovation is at the heart of everything Under Armour and Curry Brand stand for and together both brands are always looking to up the performance of our athletes, both on and off the court, and will go above and beyond to ensure their needs are met. In honor of this year’s NBA All-Star, the brands look forward to releasing footwear and apparel that can be viewed and purchased at the Curry’s Gameroom pop-up in the Circle Centre Mall.

Curry Jam Collection:

For the NBA All-Star 2024, Curry Brand is releasing a new footwear collection that includes a Curry 1 Retro, Curry 4 Low Flotro, and a Curry Splash as well as an apparel collection – all of which can be viewed within the pop-up activation and purchased on site. Diving into the footwear inspiration around this collection, the Retro 1 brings to life the “He’s On Fire!” catchphrase with the flames blazing across the upper, while the color blocking resembles the classic video game colors. The Curry 4 Low Flotro, is inspired by Stephen’s 2018 All-Star PE that was intended for him to wear during the All-Star Game 3-Point Content and finally, the Curry Splash colorway is the new kid on the block featuring a more vibrant color palette, pulling its color inspiration from game graphics seen in releases under Midway and EA Sports.

Retro 1

Under Armour FUTR X ELITE:

Along with the highly anticipated Curry Jam collection, Under Armour will be releasing two new FUTR X ELITE colorways during this year's All-Star Weekend. The FUTR X ELITE footwear is the most innovative basketball sneaker under the brand’s portfolio yet, combining two of the best technologies that UA has to offer – UA Flow which removes the traditional rubber outsole and provides an underfoot feel that is lightweight, responsive, and has unmatched grip on-court and the IntelliKnit upper which offers breathability and one of a kind dynamic compression for 360-degree comfort. For more information on the innovation, please see the full story here.


Under Armour and Curry Brand are committed to elevating the performance solutions we offer to both our athletes and fans across the globe. We look forward to connecting with our hoops fans throughout this year's All-Star weekend, as we also celebrate the best of the basketball world and cheer on our very own Stephen Curry as he takes the court in competition.