Steph and Ayesha Curry’s Brilliant Business Portfolio
When it comes to celebrity power couples, Steph and Ayesha Curry are rewriting what it means to be an executive duo. Married since July 2011, their business portfolio reflects their values, combining a flawless blend of commercial savvy and cultural impact.
While Ayesha, a New York Times bestselling author and TV host, continues to build a thriving lifestyle and media footprint, championing diverse voices, Steph utilizes his global platform to anchor major media plays, tech investments, and, of course, sports apparel.
Instead of “keeping up with the Joneses,” it’s really about “keeping up with the Currys.” Here are Steph and Ayesha Curry’s Biggest Business Moves.
Steph’s Under Armour & Curry Brand Deal
The story of how Nike fumbled resigning Stephen Curry is one of the most infamous corporate mishaps in sports marketing history. In 2013, Steph was a rising star with Nike and was looking to re-sign with the brand until a Nike pitch meeting quickly became a disaster. During the meeting, a Nike rep kept mispronouncing his name as “Steph-on.” Also, they presented Steph with a repurposed PowerPoint slide deck that accidentally displayed Kevin Durant’s name from a previous presentation. Feeling disrespected because he wasn’t viewed as a priority, Steph and his father, Dell Curry, walked away from the “Swoosh” and signed with Under Armour the same year. The move paid off as UA built its entire basketball division around Steph, signing him to a $4 million annual deal that Nike declined to match.
Soon afterwards, Steph became a four-time NBA champion and a two-time MVP and made Under Armour a major player in the sneaker industry. In 2023, Stephen signed a long-term extension with Under Armour that gave him significant equity in the company, a massive annual payout, and the title of President of the Curry Brand. The deal gave him control over his signature footwear, apparel, and golf lines. After more than a decade, Steph left Under Armour in 2025 as the greatest athlete the brand ever signed.
Steph Launches Unanimous Media
Co-founded in 2018 by Steph and filmmaker Erick Peyton, Unanimous Media is a multimedia production company “focused on impactful storytelling centered around family, faith, and sports.” Ambitious out of the gate, Unanimous inked a landmark partnership with Sony Pictures and a multiyear first-look deal with NBCUniversal’s Universal Studio Group. The company is behind the Academy Award-winning documentary The Queen of Basketball, the Apple TV+ documentary Underrated, which chronicles Steph’s meteoric rise into a global superstar, the hit ABC competition show Holey Moley, and the animated feature film GOAT.
Ayesha‘s Sweet July Brand
Ayesha founded Sweet July in 2019, and it has become a growing lifestyle and multimedia brand. Beginning as a quarterly lifestyle magazine specializing in wellness, food, and fashion, it has transformed into a multi-faceted brand. Today, the brand is made up of Sweet July Productions, a television and film studio, Sweet July Books, a publishing company, Sweet July Skin, an award-winning skin-care line, and a brick-and-mortar storefront and café in Oakland, California.
Ayesha Co-Founds International Smoke
International Smoke is a globally inspired restaurant concept founded by Ayesha and Michael Mina, a James Beard Award-winning chef. Sparked by a shared passion for live-fire cooking and international travel, the brand first launched as a wildly successful pop-up at the MINA Test Kitchen. It then expanded into a fine-dining location in downtown San Francisco in late 2017, featuring culinary traditions spanning South America, Asia, and the American South. In May 2026, the location closed to transition into a new test kitchen concept.
The Curry’s Found Their Eat. Learn. Play. Foundation
Eat. Learn. Play was established in 2019 by the Currys to support underserved youth in Oakland. Since its inception, the foundation has raised and invested over $75 million throughout the region. Notable initiatives include a massive $25 million pledge focused on childhood literacy and high-dosage tutoring programs.
Steph’s Massive Deal With Li-Ning
The sneaker industry was stunned by Steph, who was a sneaker free agent, after he signed a landmark, 10-year partnership with Chinese sportswear giant Li-Ning. Reportedly valued at over $400 million, the brand will house the Curry Brand after his twelve-year run with Under Armour ended in late 2025. Founded by gymnastics legend Li Ning, the collaboration includes global brand co-creation, high-performance basketball gear, lifestyle athleisure, a complete line of golf equipment, and Steph can sign other athletes to his brand.
