Under Armour launching Curry Brand
Jason Miller / Getty Images Sport / Getty

Stephen Curry now has his own shoe brand.

Under Armour announced Monday it's launching Curry Brand, a new division within the company centered on the Golden State Warriors superstar.

The standalone brand officially launches Tuesday, with its first basketball shoes hitting the market on Dec. 11. Curry Brand will also sell footwear for other sports, including golf, according to CNBC's Lauren Thomas.

Curry signed on with Under Armour in 2013 and has long had his own shoe and apparel line with the company. However, the launch of his own, separate subsidiary is similar to Nike creating Jordan Brand in the mid-1980s, when the apparel giant capitalized on Michael Jordan's marketing appeal.

The guard will invest a percentage of Curry Brand's annual revenue toward under-funded communities. He also hopes to eventually sign other athletes to endorsement deals with the new label.

"That is the long-term vision to be able to pass the torch off to people that are like-minded and put their name behind something good and do good in the community and be a part of overall impact and thinking outside of themselves" Curry told Sports Illustrated's Jarrel Harris.

A handful of other NBA players are also signed to sponsorship deals with Under Armour, including Philadelphia 76ers center Joel Embiid.

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Under Armour launching Curry Brand
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