National Basketball Association

The pre-game arena entrance is now a big business as more basketball players craft their personal brands, with the likes of Burberry, Thom Browne and Marni angling to dress athletes.

The sportswear maker is looking to widen its appeal in the US market by returning to basketball.

Under Armour is counting on footwear to help fuel its next wave of growth, and Curry — a National Basketball Association star who plays for the Golden State Warriors — is central to those efforts.

As the relationship between fashion and basketball deepens, the collaboration marks the league’s first big push into luxury goods.