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BA superstar, Stephen Curry, and Under Armour, have launched an offshoot apparel division, Curry Brand, in an attempt to rival Nike and its Jordan Brand.

The apparel division will include shoes and clothes for basketball, golf (which Curry also has a deep connection with) and other sports such as running.

Curry has been signed to Under Armour since 2013 and his current deal is set to run until 2024 for $27 million a year but will now become the face of the new brand, with footwear set to be revealed by December 11.

Under Armour CEO, Patrik Frisk, told CNBC the timing of the launch works perfectly with the NBA season set to commence on December 22.

“We wanted to make sure we did this as close as possible to the NBA season finally launching,” Frisk said.

“And the fact that we’re launching in between Black Friday and the holidays we think is very opportune.

“This also gives Stephen something to really engage in.

“He’ll be actively involved in the development of the product.

“And we’re so excited to see one of our athletes being so involved in the product,” he said.

To help celebrate the launch of the Curry Brand, Under Armour has partnered with Charity Bounce, with a commitment to help 100,000 young athletes by 2025, working to ensure every young person has equitable access to sport.

“Now more than ever, sport is an increasingly important aspect of our communities, and the fact that some young people never get the opportunity to participate is a problem,” Frisk said.

“This problem, however, is something Under Armour and Stephen Curry felt that we could confidently work to solve together, so with our shared values in mind, we created Curry Brand to do just that,” he said.

Speaking of the opportunity to bridge the gap between talent and opportunity with the Curry Brand, Stephen Curry said: “Through the community work I’ve done with Under Armour for over a decade, I’ve learned that talent is everywhere, but opportunity is not.”

“All of our work together has been dedicated to creating a more equal playing field that closes the gap between those two areas.

“Through Curry Brand, along with the work of Ayesha (Curry’s wife) and my foundation Eat.Learn.Play., I now have a long term plan to continue to address the barriers to sport that often hinder and limit a child’s potential for greatness,” he said.

As part of its commitment to young athletes, Curry Brand will make an initial $1.4 million investment in youth sports, partnering also with the non-profit, Positive Coaching Alliance, to provide professional support to youth coaches.