Davidson, Under Armour Agree to New Contract: Details, Comments and Reaction

Scott PolacekFeatured ColumnistMarch 10, 2016

NEW YORK, NY - SEPTEMBER 19:  The Under Amrour logo painted on the court at the unveiling of Under Armour/NBA FIT - Basketball Court Refurbishment Dedication Ceremony on September 19, 2013 in New York, NY. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. Mandatory Copyright Notice: Copyright 2013 NBAE (Photo by Nat/NBAE via Getty Images)
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Golden State Warriors superstar Stephen Curry was hitting three-pointers at Davidson College long before he was holding up the Larry O’Brien Trophy as an NBA champion. Those ties with Curry likely helped Davidson land a partnership with Under Armour on Thursday.

According to the Wildcats' official athletics website, the school “agreed to a multiyear partnership with Under Armour.” The company “will outfit 20 of Davidson’s 21 Division I athletic programs with training and game-day footwear, apparel and equipment, effective July 1, 2016.”

The deal will eventually cover all of Davidson’s 21 teams after two years.   

Under Armour sponsors Curry, and the sharpshooter has appeared in a number of advertisements for the company.

David Scott of the Charlotte Observer noted the men's basketball team will not make the switch from Nike to Under Armour until 2018.

Under Armour Vice President Ryan Kuehl commented on the deal, per the school's press release: "Davidson holds a special place in the Under Armour story, as the alma mater of one of our top athletes, Stephen Curry. We are thrilled to continue that story and outfit the Wildcats student-athletes and community in Under Armour for many years to come."

Curry also weighed in on Davidson’s move: “I take great pride in my alma mater. Davidson is such a key part of my history and journey to the NBA, and I'm thrilled that they have joined the Under Armour family.”

Curry is Davidson’s all-time leading scorer and arguably the face of the Under Armour brand. It makes sense from the company’s perspective to further cultivate that relationship by bringing in his alma mater as his 57-6 Warriors chase a second consecutive NBA championship and the 1995-96 Chicago Bulls’ all-time mark of 72 wins in a season.

Curry even took to Twitter on Thursday to promote Under Armour’s #RuleYourself campaign:

Curry first made national waves at Davidson. He won the 2007-08 and 2008-09 Southern Conference Player of the Year awards and was a consensus second-team All-American in 2007-08 and consensus first-team All-American in 2008-09, per Sports-Reference.com. He also led the Wildcats to the Elite Eight in 2008 as a No. 10 seed before they bowed out to No. 1 seed Kansas in a heartbreaker, 59-57.

Davidson could have used Curry on the floor this year.

The Wildcats went 18-11 in the regular season and posted a 10-8 mark in Atlantic 10 play. They earned the No. 6 seed in the conference tournament and were set to square off with La Salle on Thursday night at 9 p.m. ET.