When Michael Jordan’s first signature shoe with Nike generated a staggering $126 million in its debut year, it forever transformed the landscape of NBA sneaker deals. From LeBron James’s unprecedented $1 billion lifetime contract with Nike to Kobe Bryant’s revolutionary low-top designs with the Swoosh, signature shoes have become more than just footwear. And now, a former Milwaukee Bucks star is lauded for getting a unique shoe deal even before the Golden State Warriors standout Stephen Curry.
In a surprising revelation on the recent episode of ‘Above The Rim with DH 12’ podcast, NBA veteran Dwight Howard highlighted an often-overlooked piece of sneaker history: Brandon Jennings, not Stephen Curry, was Under Armour’s first major basketball signing with a $2 million deal. “How does that feel like bro like you were. Man you were trailblazing. I don’t think, like I don’t think you guys at home understand wherever you are watching this. This man was the s–t. He’s still the s–t. But coming out of high school, this man had an Under Armour deal and he was the first player to do it. Before anybody. Before Steph,” Howard said during the podcast.
What makes this story particularly intriguing is Jennings securing this groundbreaking contract in 2008 while playing for Lottomatica Roma in Italy, before even stepping foot on an NBA court. The timing of this deal showcases Under Armour’s bold strategy to enter the basketball market. At 18, Jennings was a new breed of basketball talent who chose to play professionally in Europe rather than attend college. His big playing style, and his unique story, were something Under Armour saw value in, signing him up for $2 million for the face of their basketball division.
“I’m the OG at Under Armour, had their 1st ever signature shoe, and to this day I’m proud of that decision. The way I looked at making big decisions, I was always willing to take a risk, but confident about what I bring to the table. I was open minded, but knew how much work would have to go into building things from scratch. I always knew what I signed up for. And I was hyper aggressive and wanted to create some real energy,” Jennings noted about signing the deal with Under Armor (as per SLAM). Flash forward to 2013, when, after Nike botched their pitch to re-sign Stephen Curry, Under Armour took the opportunity to sign him.
Curry was already among the NBA’s top shooters by this time. With 272, he broke the record for most three-pointers made in a season, earned an NBA All-Rookie First Team, and led the Golden State Warriors to two consecutive playoff appearances. Despite these accolades, Under Armor signed Curry five years after Jennings. Now, Stephen Curry’s partnership with Under Armour has turned into a $215 million lifetime deal and a lifetime contract with his own ‘Curry Brand’ subdivision. Jennings also played a pioneering role with Under Armour with the ‘Tuff Crowd’ brand but it wasn’t as commercially successful as ‘Membrion’s’. However, it was still a big deal in basketball sneaker history.
“When I first launched Tuff Crowd in 2019, it was built on a simple idea. Life is a Tuff Crowd, and things don’t always go according to plan,” Jennings remarked, as per SLAM. This tale of two deals underscores how sneaker companies sometimes make counterintuitive bets on talent. While Jennings’ early Under Armour contract broke new ground, Curry’s identical deal four years later proved to be the foundation for one of the most successful athlete-brand partnerships in sports history. However, the loyalty that Jennings has maintained with the shoe brand from day one resulted in a collaboration with Stephen Curry in 2023.
The collaboration between Brandon Jennings and Stephen Curry
Stephen Curry and Brandon Jennings, two of the NBA’s most iconic point guards, once joined forces for a groundbreaking sneaker collaboration in 2023. This unexpected pairing promised to deliver a unique and exciting product that appealed to basketball fans worldwide. The Curry Brand collaborated with Jenning’s TUFF CROWD Brand to make a 4-drop shoreline that featured Wearable silhouettes with color palettes of red, black, and bone.
“It is such a full circle moment to be able to collab on what he’s been doing with Tuff Crowd and trying to infiltrate the market with amazing product and gear and storytelling. Now he’s putting his fingerprint on the Curry brand, which is dope. We gotta lotta cool stuff coming,” Stephen Curry said about the collaboration in 2023. The shoes had a TUFF CROWD distinctive collar embroidery in Curry Brand font, while a barbwired ‘Curry Splash’ logo did the storytelling behind connecting the two brands together.
This joint venture marked a significant moment for both Curry and Jennings, showcasing their ability to transcend their on-court rivalry and come together for a creative project that benefited their fans. What’s your take on Brandon Jennings beating Stephen Curry with this deal? Share in the comments below.
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