KUALA LUMPUR, MALAYSIA – In a significant moment for Malaysian basketball, the nation’s own Under Armour Ambassador and National Women’s Basketball Coach, Tan Ee Shya, represented the country at the CURRY Brand Asia Tour 2025. The high-profile tour culminated in a three-day celebration of basketball culture in Chongqing, China, marking a major milestone in the growth of the sport across the continent. The event brought together basketball icon Stephen Curry, his brother Seth Curry, NCAA champion Azzi Fudd, and the CURRY Brand’s first Chinese basketball ambassador, Jacob Zhu.
Tan Ee Shya’s presence was of particular note, as she was accompanied by two promising Malaysian youth talents. These two young athletes were selected as winners of the Under Armour X EST Nationwide Youth Grassroots Basketball Camp, a programme she led from May to August of this year. Their participation on the international stage underscores the direct impact of local grassroots initiatives and the commitment of global brands like Under Armour to nurturing talent from Malaysia. The tour ignited a passion for basketball and street culture across the region, reaffirming the brand’s long-term commitment to empowering the next generation of Asian talent.
For Coach Tan Ee Shya, the experience held profound meaning. “Being part of the CURRY Brand Asia Tour has been an incredible experience. In line with Under Armour’s motto, ‘Protect This House,’ it was inspiring to see NBA legend Stephen Curry and Under Armour unite so many young talents across Asia through their love of basketball,” she shared. “I’m proud to represent Malaysia on this journey and look forward to seeing how Under Armour and CURRY Brand will continue to nurture future talent and elevate Asian basketball to new heights.” Her words highlight the sense of national pride and the long-term vision of developing Malaysian athletes on a global scale.
A Stage for Asian Basketball’s Future
The tour’s conclusion in Chongqing delivered an unprecedented experience for both fans and players. The inaugural CURRY CON provided a first-of-its-kind brand celebration that drew over 10,000 passionate fans. This full-scale festival of basketball culture allowed attendees to immerse themselves in the sport through curated sneaker showcases, collector exhibits, and interactive zones that charted the journey of Stephen Curry’s career. The event positioned fans not just as observers, but as active participants in shaping the future of basketball culture in Asia.
Complementing this fan-centric experience was the highly-anticipated debut of CURRY Camp in Asia. The camp served as a professional development platform for a selection of rising young talent from across the region. Participants had the opportunity to sharpen their skills through professional training, gain invaluable international exposure, and return to their home courts with new energy and inspiration. The camp fostered a collaborative environment, bringing together players from diverse backgrounds to learn from some of the best in the game, paving the way for the sport’s continued evolution in Asia.
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The grand finale of the tour was an electrifying showdown on the court, featuring CURRY Camp’s elite players facing off against a team of top athletes from the Asian University Basketball League (AUBL). The intense night of competition concluded with a dramatic buzzer-beating three-pointer from the AUBL squad, a moment that perfectly showcased the heart, skill, and limitless potential of Asian basketball talent.
Giving Back Through Sport and Innovation
Beyond the court, the CURRY Brand demonstrated its commitment to giving back through the Basketball Without Borders initiative, launched in partnership with the Yao Foundation. This program aims to support underserved communities across Asia by providing rural schools with basketball courts, equipment, and dedicated girls’ league programs. At CURRY CON, both Yao Ming and Stephen Curry met with children from rural areas, signing a collaborative artwork that symbolised the hope and inclusion that can be fostered through sport. This philanthropic effort underscored Under Armour and CURRY Brand’s mission to create lasting, positive change through basketball.
Throughout the tour, Stephen Curry was seen wearing the new Curry Series 7 in bold Purple and Virtual Pink, a pair of performance shoes built for speed, grip, and agility. Featuring a lightweight engineered warp knit upper, dual-density UA Flow cushioning, and a Pebax® plate for added support, the Curry Series 7 provided elite-level comfort and court control. The shoes are now available for Malaysian fans, retailing at RM699 at Under Armour Brand Houses and online.
