If you recognize SLAM, then it’s best to know my story, however I wish to actually get into the journey I’ve been on…
I’ve all the time tried to do issues a distinct means, and I’ve by no means been afraid of taking a threat.
That meant going to Oak Hill, after I was already the #1 participant within the nation, trigger I wished to run at 6 AM daily. Be taught from the most effective Excessive Faculty coach of all time, Steve Smith. I wished to play the most effective schedule within the nation. I wished to interrupt Melo’s scoring file. I wished to place my abilities on show, each night time, and see if my love for the sport, and that $30 orange ball, may get me thousands and thousands. (And I did all that.)
Once I skipped faculty and went professional in Rome, I took a good greater threat. I signed a shoe cope with a soccer model that had by no means even launched a basketball shoe, and I took delight in that shit. I trusted Kris Stone and Kevin Plank and the imaginative and prescient all of us had. I knew all of us had that very same canine mindset to get after it.
I’m the OG at Beneath Armour, had their 1st ever signature shoe, and to today I’m happy with that call. The way in which I checked out making huge choices, I used to be all the time keen to take a threat, however assured about what I carry to the desk. I used to be open minded, however knew how a lot work must go into constructing issues from scratch. I all the time knew what I signed up for. And I used to be hyper aggressive and wished to create some actual power.
That kind of mindset was additionally precisely how Kevin Plank constructed the entire model from his grandma’s basement.
I all the time had that very same entrepreneurial spirit, and you’ll most likely see that now too, ever since I launched my very own model — Tuff Crowd.
And now, it’s all coming full circle.
My Draft classmate, who I name Thirty, took an opportunity on UA a handful of years after me too.
When Stephen Curry first signed on with Beneath Armour, he hadn’t even made an All-Star Sport but. (He began the very subsequent one.) His staff hadn’t received a hoop in like 40 years. (He received his first of 4 titles the 12 months after that.) He obtained a signature shoe too, and now he’s on his eleventh. (He received MVP within the 1, then once more within the 2s.)
So it’s solely proper that the 2 guys that laid the muse of Beneath Armour Basketball are coming collectively now for a full collaboration assortment.
Once I first launched Tuff Crowd in 2019, it was constructed on a easy thought. Life is a Tuff Crowd, and issues don’t all the time go in response to plan. That’s what I began to essentially determine after I was on my own and taking part in in China that 12 months. Stuff will get thrown your means that you just didn’t assume you’d ever must cope with, however you gotta energy by way of.
That’s the place the thought of my “Hostile Territory” tagline comes from. You gotta have that canine mindset to get previous the struggles, and belief me, when you’ve that perception that issues will work out, there’s no higher feeling than being on the opposite facet.
I’ve been by way of all of it. I tore my Achilles and my whole life modified. Modified the entire course of the place I believed my profession was headed. I used to be on a run proper earlier than that and taking part in my finest hoop ever. However that’s life.
Buddies and fam points got here up that you just couldn’t think about. Conditions the place I needed to battle by way of, that made me stronger. I spent a variety of time on my own after I was taking part in in China and Russia, the place I may actually mirror. And I’ve perspective, appreciation, and perception reason behind all of it. I’m at peace with the trail I’ve lived.
All of that goes into Tuff Crowd.
Individuals won’t know this, however through the NBA lockout in 2011, I really interned at Beneath Armour for that entire summer time in Baltimore. Kevin Plank loaned me his black Jeep to drive round. Had an entire workplace with my job title on it — “Curator of Cool.”
Being in there daily, with Kris Stone, Ron Johnson and Ryan Drew, was the whole lot. With the ability to see how issues work as an organization, and studying about supplies, materials, designs, consolation and completely different kinds, it helped me get extra detailed about how I wished my product to be.
That entire internship helped me loads. Waking up daily, going to the workplace and dealing on tasks that needed to be delivered by a sure time and required an consideration to element — it was my basis of understanding how manufacturers and enterprise works.
With regards to model, I all the time felt like I had a watch for stuff that was easy, however daring. Drewsy at UA used to all the time joke that he may drop me off at a Goodwill for 10 minutes, give me $20 bucks to cop an entire outfit, and I’d come out contemporary.
I all the time simply had that really feel. That sauce.
I’d be on LeagueFits daily if it was round again then.
Since I’ve been engaged on my model for the final couple years, we’ve had a ton of highlights for positive. Getting featured in NBA 2K has been killer. Doing an official collab with the Bucks was loopy.
And I gotta give a shout out and particular due to Jordan Clarkson. He actually believed since day one which Tuff Crowd would take off, and he rocked the entire match when he received sixth Man of the Yr. You don’t have any thought how a lot that assist has meant to me.
Seeing gamers rock Tuff Crowd at championship parades, within the tunnel and at All-Star occasions ever since has been wonderful.
However this, I’m telling you, is the dopest factor I ever labored on.
You already know Steph is locked in for all times at UA, and with Curry Model, he’s trying to actually construct up the model and designs of what he’s placing out.
That’s why we teamed up.
Tuff Crowd and Curry Model — however not only a shoe, or a pair items. An entire assortment. We’ve obtained three footwear off prime, and virtually 20 items of drugs and equipment. And the story behind it’s nice.
The concept of 11:11 is huge for me.
The bones design on the gathering come straight from my neck tattoo, and it’s a religious reminder for me.
It speaks to understanding who you’re, what your goal is, and alignment along with your path and what God has in retailer for you. When you concentrate on it, there’s no higher illustration of that than Stephen.
He’s a superb dude at his core, he’s locked in on what issues most, and he needs to essentially, genuinely, assist folks out. Regardless of in the event you’re from Charlotte, Oakland, or anyplace else in between, he has an entire staff round him that’s there to get issues shifting and make a distinction. I’ve seen that firsthand.
Steph has been rocking with Tuff Crowd for the reason that begin. It’s humorous, trigger earlier this summer time, I used to be randomly wanting up a few of our unique orders from TuffCrowd.com, and positive sufficient, Steph had purchased one of many first beanies that we dropped years in the past. He rocks the collar sew tees. The dad hats. The canine hoodies too.
And naturally, that fireplace ass black and pink chain sew jacket that I made him after he broke the 3-Level file, with 2974 on the wrist, and patches repping his children on the sleeve.
However that is completely different. We’ve obtained some Curry 11s which have black Move tech for the primary time ever for Curry Model. The Cozy we did is so fireplace and clear. We obtained a hoody that I feel is the most effective clothes merchandise that Curry Model has ever made. We obtained tees, socks, shorts, hats and a tote bag that’s my go-to, everyday joint.
I wished to carry an edge to this assortment and present one other facet of Stephen, that folks haven’t seen. There’s a temper the entire means by way of. Individuals assume Steph is only a good man, however belief me, he’s hostile on the market on the courtroom, with how aggressive he’s. He assaults the whole lot he does in life with intent and goal, and I wished to rejoice that a part of his recreation and his mentality by way of the designs.
It’s in regards to the particulars. The story. And the concept two of UA’s most impactful dudes early on can come collectively once more and put out some actual warmth that you just’ll really wish to rock. To dinner. Within the tunnel. On the courtroom. Along with your fam. Wherever.
I’m huge on the thought of possession. Of operating your individual factor. Placing your title, your imprint and your stamp on one thing you can stand behind and be happy with. That’s what Steph is doing now as President of Curry Model, what I’m constructing with Tuff Crowd, and actually the roots of how Beneath Armour took off.
When my man launched his personal rattling Curry Model on the finish of 2020 (which is killer…learn that sentence once more!!), one of many first issues he advised everybody at UA was one thing like, ‘Look, this isn’t even about me, we have now an actual alternative right here to affect the following technology.’
They got here up with a tagline for Curry Model to explain the thought: “Change The Sport For Good”
Ever since, I’ve been capable of see that affect up shut.
I’ve been at Curry Camp the final two summers now, the place Stephen is strolling the highest subsequent up dudes and girls by way of each drill, each element and giving them some actual speak about how it is advisable assume the sport at that highest degree. All these girls and boys are the most effective at what they do — proper now — however that doesn’t assure nothin when the lights come on, on the largest stage, a couple of years from now.
We all know Steph’s story. He laughed and advised all of the Camp gamers, that when he was their age, he wouldn’t have even been invited to his personal camp. That ought to say loads proper there. There’s work, element and intent that you just gotta pour in, to get to the place we’ve gotten.
The week after his camp final 12 months, I pulled as much as a center faculty in Lengthy Seaside, the place him and Snoop Dogg had re-done the whole gymnasium for the LBC neighborhood.
Man, you shoulda seen the smile on these children’ faces. I can’t even start to inform you how a lot hope that gives to all of the youngins developing, to get to see STEPH CURRY proper up shut, and know that he cares about them and needs to assist them out.
Look — the footwear and the garments we’re dropping are onerous as hell. Like, actually among the hardest stuff I’ve ever dropped since I even began Tuff Crowd.
However Steph’s line that he makes use of — “Change The Sport For Good” — is actual.
That’s what makes this subsequent sentence so wonderful.
As a part of our 11:11 assortment launch this week on Saturday, we’re really taking it again to my hometown fitness center in LA, the place I actually picked up a ball at 5 years outdated and realized the best way to hoop. The place our youngsters league director JK made positive we had a secure place to play. I obtained the trophy to show it.
I’m speaking Rowley Park.
Again in 2011, one of many first givebacks I did with UA was donate a brand new out of doors courtroom on the park. The road indicators say Brandon Jennings Manner and Beneath Armour Manner. And for the entire final decade it turned a spot the place children from the neighborhood may escape and simply play. Simply have enjoyable. Simply be children.
This time round, I wished to do much more.
That inside fitness center in Gardena, California ain’t seen any love since I used to be there in elementary faculty. It was the identical onerous courtroom I dribbled on as a child. The identical partitions and the whole lot.
And we’re about to improve and overhaul the entire thing.
An entire new Rowley Park, that’s gonna final for years to return.
It’s gonna have “TUFF CROWD” on the baselines. My canine brand on the heart courtroom. The Curry splash brand with the barbwire in the important thing. And on the sidelines, it says “Change The Sport For Good.”
11:11 is all about timing. All about stability. All about alignment, and issues figuring out for you when your power is correct.
The “011” on the hardwood means it’s the eleventh courtroom that Curry Model has helped to re-do and improve since 2020. That’s timing proper there.
We’re gonna kick the fitness center re-opening off with a basketball camp for youths. After which let my hometown get a primary crack at copping the entire Tuff Crowd x Curry Model assortment. It’s gonna be one of many proudest days ever.
All of that is as full circle because it will get for me. I’m hoping it exhibits the facility of what gamers can present for the communities that constructed them and supported them on their journey to someplace as wonderful because the Affiliation. And how one can proceed to search out new passions in life, like being a clothes designer, or perhaps a co-host on a basketball present.
It additionally exhibits how affect isn’t nearly launching some contemporary black and pink footwear and a few onerous garments — it’s additionally about leaving one thing actual for the youngsters developing subsequent.
The children from Compton and Gardena that must know they will discover their path in life. They’ll energy by way of any scenario they’re confronted with. They’ll channel that Tuff Crowd mindset and maintain going.
