Under Armour and the Curry Brand have announced the launch of their marquee basketball initiative for 2025: the first-ever Curry Brand World Tour. This global tour, spearheaded by NBA superstar and Curry Brand President Stephen Curry, will bring the original Curry Camp concept overseas for the first time, alongside the brand’s inaugural basketball culture convention, Curry Con.
The tour is designed to combine elite athlete development with high-impact fan engagement, creating a unique hybrid model to elevate the next generation of players and deepen the brand’s connection with its global fanbase. The tour begins in August on the U.S. leg in San Francisco and will culminate in Chongqing, China, which will host both the Asian debut of Curry Camp and the first-ever Curry Con.
Stephen Curry expressed his excitement for the tour, stating, “I’m incredibly excited for this year’s tour – not only to host Curry Camp in San Francisco, but also to bring it to Asia for the first time. I’m looking forward to working with some of the best young athletes in the world at both Curry Camp experiences, to connect with fans at the first-ever Curry Con, and immersing ourselves once again in the culture and history of the region.“
Curry Camp and “Curry Con” Make Asia Debut
As the cornerstone of the tour, the brand’s world-renowned Curry Camp will return for its ninth year in the U.S. and, for the first time, expand to Asia. Curry Camp is a key part of Stephen Curry’s mission to give back to the game, offering a three-day intensive mentorship for top high school boys and girls. Athletes are provided with one-on-one coaching, advice, and exposure to Curry’s habits, routines, and mindset both on and off the court. The U.S. session will take place in San Francisco, after which Curry will travel to Chongqing to host the first-ever global Curry Camp, where top young athletes and passionate grassroots players from across Asia will have the chance to train alongside him.
Complementing the Asia Curry Camp, the tour will introduce the inaugural Curry Con, a dynamic three-day festival in Chongqing. This event, open to all fans across Asia, will serve as a hub for innovation and fan engagement. Attendees will have the opportunity to explore interactive exhibits, discover the latest product innovations, participate in sports sessions with athletes, and delve into the brand’s history and vision for the future of sport.
The tour also includes a community impact series with activations planned in Oakland (CA), Xi’an, and Chongqing (China) from August 13 to August 20. Stephen Curry will be involved in various cultural exchange moments and community outreach programs, including school visits, court ambushes, and store activations.
Also Read: Under Armour x EST Youth Basketball Clinic Heads to KL for Final Stop
Simon Pestridge, VP APAC Marketing and China & Korea GM for Under Armour, highlighted the significance of the tour for the region. “The passion and raw talent for basketball across Asia are truly remarkable. We are incredibly thrilled that Under Armour and Curry Brand are bringing inspiring athletes and unparalleled resources to revitalize youth sports and elevate basketball culture across the region.“
This tour holds a special significance for Malaysia, as two top performers—one male and one female—from the recent Under Armour x EST Youth Basketball Clinic in Kuala Lumpur were selected to win an all-expenses-paid trip to the Under Armour Curry Experience in China. This prize includes attending the first-ever Curry Con, providing a direct connection between local Malaysian talent and a global basketball experience.
The Under Armour Curry Collection is available at all Under Armour Brand Houses and Hoops Station nationwide, as well as online at www.underarmour.com.my, allowing Malaysian fans to gear up and be part of the global basketball movement.
