The sport of golf has long required players to adhere to a strict dress code, often best suited to the conservative player. Over the last few years, the game has seen a resurgence — most notably during the pandemic — and with it, a more diverse set of players embracing an expressive sense of style. Among the non-traditional players to embrace the sport is Steph Curry, a two-time NBA MVP player. While Steph is a world-class athlete, his brand and mission transcend the basketball court to include a golf apparel brand powered by Under Armour.
“You’re starting to see a much younger group come on to the course, and that has helped loosen some of those longstanding restrictions,” said Nathan Todd, Design Director of Performance Essentials at Under Armour. “It has really opened up the opportunity to be more creative, more exploratory, and more fun.” Todd has led the development of Curry’s Under Armour golf apparel since 2019 and continued in this role when the Curry Brand, powered by Under Armour, launched its golf line earlier this year.
Curry previewed pieces from his brand’s latest golf collection in early July while playing alongside his father, Dell, and brother, Seth, in the American Century Celebrity Golf Championship Tournament.
“The inspiration for this new collection comes from my passion for the game and trying to fuse some culture and personality into what I wear when I play,” Curry said. “There are a lot of fresh looks, so when you show up to the course — no matter where you’re at — you look good and you’ll turn some heads. But it also feels comfortable, and, from a performance standpoint, it’s great to play in.”
As with all collections under the Curry Brand golf label, the latest launch was designed to inject a new liveliness and style into the sport and complement the brand’s broader efforts to improve access to the game in underserved communities. Unlike most other sports that utilize equalizing uniforms, golf requires specific apparel that can act as a gatekeeper. Curry Brand, however, aims to make it a gateway.
Todd and his design team collaborated with Curry to incorporate trending design elements into the Curry Brand golf line in an authentic way. The result is a golf collection that sits at the intersection of street culture and traditional golf gear.
“We want to speak to the people that aren’t already on the golf course — that maybe aren’t being spoken to by anybody else — and give them an avenue to see themselves out there. We’re hoping that people see the streetwear trends being brought to the golf course through Curry’s golf collections and gravitate toward these designs, silhouettes, and patterns,” Todd added.
The golf collection features a standard range of products such as polos, quarter-zips, pants, joggers, shoes, and hats, but their designs are anything but ordinary.