The new contract with Under Armour, which extends beyond Curry's retirement and could become a lifetime deal, has not been officially released, but sources suggest that it could be worth up to $1 billion. This would make it one of the largest endorsement deals in sports history, and a major coup for Under Armour. The deal is also expected to include performance clauses that trigger extensions, ensuring that Curry remains with Under Armour for the rest of his career.

Curry's partnership with Under Armour goes beyond just a business relationship. He has been heavily involved in the design and development of his signature shoe line, which has become one of the most popular and innovative lines in the basketball shoe market. The Curry line features cutting-edge technology, including Under Armour's proprietary HOVR cushioning system, which provides unparalleled comfort and support on the court.

The deal with Under Armour has also allowed Curry to expand his brand beyond basketball. He has been featured in numerous ad campaigns for the company, and has even launched his own production company, Unanimous Media, with the support of Under Armour. The company produces film, television, and digital content that focuses on sports, culture, and entertainment.

Overall, Curry's lifetime deal with Under Armour is a testament to his impact on the sports world and his ability to leverage his success on the court into a successful business empire. It is a win-win for both Curry and Under Armour, as they continue to push the boundaries of innovation and creativity in the world of sports and beyond.