Golden State Warrior Stephen Curry re-upped and signed a Michael Jordan-like deal with the apparel business ten years after initially signing with the Under Armour brand.

In order to amplify their unique partnership even further, forge a long-term commitment to serve athletes and communities and drive mutual success for years to come, the two parties, according to Under Armour, have joined forces. Curry is creating his own section at Under Armour, much like Jordan did under the Nike brand.

“If the past ten years have shown me anything, it’s that Under Armour and I can build great things together. It’s all about impacting athletes and creating products that perform and resonate with them, and Under Armour does it best. In 2013, we bet on each other, and I’m all in on taking this next step together,” Curry said in a written statement about the continued partnership.

Curry is the first athlete to issue 10 distinct signature sneakers at Under Amour and only the ninth athlete in history to do so. Curry has contributed to the hallmark product releases and technological advancements for UA Charged, UA HOVR, UA Warp, and UA Flow since joining the Under Armour family. He will help with other aspects of the company in the future by moving beyond hoops to include golf, women, children, and sport style. The four-time NBA winner will also assume a significant advisory position, where his contributions will improve recruitment and brand loyalty. He will also work to progress and enlarge Under Armour’s athlete group by spanning a variety of sports.

“Stephen is one of the greatest talents of our generation. At his core, he embodies what it means to be an Under Armour athlete and is an integral part of the Under Armour family. We are excited to keep building together, bringing even more innovation and inspiration to athletes across the globe,” said Kevin Plank, executive chair & brand chief for Under Armour.

– Steve Sijenyi