Chongqing - Recently, sportswear brand Under Armour announced the launch of Curry Brand's 10th Anniversary Asia Tour in August. NBA basketball superstar Stephen Curry from the Golden State Warriors will head to Chongqing, China, his only Asian stop for a 3-day brand event, featuring the world's first CURRY CON fan convention and Asia's debut Curry Camp, an immersive basketball training experience personally led by the four-time champion. Early social media buzz suggests tickets for the limited-capacity events sold out within minutes, underscoring Curry's enduring star power in Asia's booming basketball market.

The Curry signature collection remains Under Armour’s most reliable growth engine, accounting for nearly 30% of the brand’s global basketball revenue last fiscal year. The Curry 12, launched in China last quarter, outperformed expectations with a 40% sales increase over its predecessor—a rare bright spot for the Baltimore-based company. Analysts attribute this success to Curry’s deep connection with Chinese fans, cultivated through multiple off-season visits since 2017. However, the brand faces systemic challenges. While the Curry line thrives, Under Armour’s overall market share in China slipped to 2.3% in Q2 2025, trailing far behind Nike (22%), Anta (16%), and Li-Ning (12%). The Curry series now competes with Anta's Klay Thompson line and Li-Ning’s Dwyane Wade collection, gaining traction through localized marketing.

In March 2024, founder Kevin Plank returned to helm the company, introducing a turnaround strategy that included reissuing classic Curry models and refocusing on core men’s apparel. Last year, Under Armour also debuted the world’s first Curry Brand flagship store in Chengdu, signaling its commitment to the Chinese market. Despite these efforts, the company anticipates a 4%-5% year-on-year revenue drop for Q1 FY2026, though gross margins are projected to improve slightly by 0.4-0.6 percentage points.

The Chongqing tour has already created a measurable impact. Taobao data shows Curry 12 sales spiking in the week following the announcement, with 78% of buyers being males aged 18-35, precisely Under Armour’s target demographic. "Chinese fans don’t just buy his sneakers—they buy into Curry’s story," notes Mr He, a 13-year Curry loyal fan. "When he hosts events in Chongqing after a 10-year reunion (since 2015), it triggers an emotional connection that transcends typical endorsement deals." This phenomenon was evident at last year's Chengdu Curry Brand Store pop-up, where fans camped overnight for limited-edition "Year of the Dragon" Curry 11s. 

Consumer response suggests Curry’s China tour has helped stabilize Under Armour's local sales. The tour-driven hype around the Curry line has galvanized fans to purchase products supporting their idol, providing a much-needed boost as the brand navigates its strategic pivot. As Under Armour leans into Curry’s star power, the success of this tour could prove pivotal in revitalizing its position in the fiercely competitive sportswear market.