Eat. Learn. Play., Under Armour and Curry Brand Unite to Revitalize Youth Sports in Oakland
Oakland-Based Charity Expands Partnership with Sportswear and Performance Brand Companies to Level the Playing Field Across the Oakland Unified School District Through Upgraded Facilities, Enhanced Coach Training and Broader Access, Resources and Opportunities for Oakland Student-Athletes
FOR IMMEDIATE RELEASE
Oakland, CA – March 24, 2025
Stephen and Ayesha Curry’s Eat. Learn. Play., along with Under Armour and Curry Brand, are building on their longtime partnership with a renewed focus on ensuring every student in the Oakland Unified School District (OUSD) has access to high-quality sports and play opportunities at every stage of their education. This collaborative effort creates a seamless pathway for participation, growth and success—from elementary school play spaces to middle and high school athletics. Through sustained investment and strategic partnerships, this effort expands access to sports and reinforces the vital role athletics plays in youth development and academic achievement.
Youth sports participation in Oakland—and across the country—has steadily declined in part due to rising costs of travel sports and lack of funding for school sports. Recognizing this challenge, Eat. Learn. Play., Under Armour and Curry Brand, in partnership with the Oakland Athletic League (OAL) and OUSD, have taken decisive action to reinvigorate school-based athletics. OAL, with support from Eat. Learn. Play, Under Armour and Curry Brand have increased middle-school sports participation by 300% in Oakland, rising from just 14% in 2021-2022 to 45% in 2023-2024—and on pace to surpass 50% this school year. By providing essential resources and support, these organizations continue to ensure that Oakland’s youth have the opportunity to develop as athletes, students and leaders.
A middle school boys' basketball game between Aurum Prep and Montera-Black took place on March 8, 2025, at the newly renovated gymnasium at McClymonds High School in Oakland, CA.
“Sports and exercise have played such an important role in both of our lives, as well as our children's lives, and we’ve seen firsthand how access to play and athletics can shape a child’s future,” said Stephen and Ayesha Curry. “Our goal with Eat. Learn. Play. has always been to give kids the tools they need to dream big and reach their full potential, and this is a major step toward making that a reality for every student in Oakland. We’re committed to making sure no student is left on the sidelines.”
Eat. Learn. Play., Under Armour and Curry Brand are united in their mission to transform the game day experience and expand access to organized sports for all Oakland students. Since 2021, Eat. Learn. Play., Under Armour and Curry Brand have collectively invested $3.6 million to provide free, high-quality youth sports programming for Oakland student-athletes—contributions that have played a major role in driving a 300% increase in participation. This investment includes refurbishing multiple basketball courts to support OUSD students, ongoing gear and equipment support for OAL middle school basketball programs, and a partnership with the Positive Coaching Alliance, which has provided training to all OAL coaches since 2021. It has also included capacity building focusing on strategic planning and organizational effectiveness.
“Athletics and school sports are critical parts of the student experience across OUSD,” said Dr. Kyla Johnson-Trammell, OUSD Superintendent. “They teach our young people countless important life skills including leadership, teamwork and dedication to a cause greater than oneself, preparing them to be college, career and community ready. We are committed to creating joyful learning experiences for all students across our schools. The impact Eat. Learn. Play. Foundation has already had on our athletics has been remarkable, with the involvement in middle school sports tripling in just the past three years. Now, this added commitment to support middle and high school sports will help us provide these invaluable opportunities to more students than ever. The increased participation is a testament to what can happen when organizations come together to put kids first. We deeply appreciate Eat. Learn. Play. and Under Armour’s unwavering commitment to the young people of Oakland.”
Together with Eat. Learn. Play.’s holistic support of Oakland students and Under Armour’s experience breaking down barriers to sports, they are uniquely positioned to reinvigorate school-based athletics across elementary, middle and high school levels.
Elementary Schools—Building the Foundation for Play
Eat. Learn. Play. is committed to expanding access to play spaces and creating dream schoolyards that provide safe, engaging environments for young students to be active. To date, the foundation has invested more than $11 million to rebuild 17 schoolyards, including installing over 25 multi-sport basketball courts and soccer pitches, with plans to renovate 28 by the end of 2026. By prioritizing early physical literacy and play, Eat. Learn. Play. ensures that children in Oakland’s elementary schools have the foundation to develop a lifelong love of movement and sports.
Middle Schools—Expanding Access to Organized Sports
One of the most impactful components of this initiative is the revitalization of middle school sports. Eat. Learn. Play., with support from Under Armour and Curry Brand, is committing to seven-figure annual investments to eliminate financial barriers to accessing high-quality youth sports—creating opportunities for young athletes to build confidence, teamwork skills and a lasting passion for athletics. These investments cover everything from equipment and uniforms to coaching support and facility upgrades, ensuring that all middle school students can participate regardless of financial circumstances. The no-cut policy guarantees that every student has a place on a team, with a range of sports available, including cross country, flag football, futsal, basketball, soccer, track and field, and girls volleyball.
Eat. Learn. Play., Under Armour and Curry Brand will help ensure coaches are fairly compensated and trained. By increasing coaching stipends and supporting professional development through the Positive Coaching Alliance, coaches are further being supported in their mission to provide life-changing experiences for student-athletes. This work serves 300 head and assistant middle and high school team coaches and includes training sessions on sportsmanship, mental health, strength and conditioning, and inclusion.
High Schools—Strengthening Competitive Sports Pathways
Under Armour and Curry Brand are dedicated to strengthening high school sports programs in Oakland, continuing their efforts to keep students engaged in athletics as they transition to the next step in their education. Building on the success of Project Rampart—Under Armour’s ongoing community partnership that supports the athletic programs of all Baltimore City Public High Schools to improve student athletic and academic performance—they will ensure OUSD students have ongoing opportunities to play, compete, and grow as athletes throughout their high school years. This Rampart blueprint will be replicated to include providing top-tier performance gear for OUSD high school varsity teams, creating safe spaces to play and offering other essential resources so that each student athlete can maintain their competitive edge and foster opportunities on a pathway to success.
“Under Armour and Curry Brand are committed to breaking down barriers that prevent young athletes from reaching their full potential,” said Flynn Burch, Director of Global Philanthropy at Under Armour. “Following the blueprint of Project Rampart and the transformative impact we have had in Baltimore, we are excited to work alongside Eat. Learn. Play., OAL, OUSD and other community partners to build upon our existing efforts in Oakland. Our goal is to ensure that every student has the opportunity to experience the joy of sports, develop critical life skills and chart their own path to success both on and off the field.”
Through this transformative partnership, Eat. Learn. Play., Under Armour and Curry Brand are revitalizing youth sports in Oakland and fostering a culture where every child has the opportunity to play, grow and thrive. By investing in facilities, coaching and inclusive programs, this initiative ensures that sports remain a cornerstone of student development—building confidence, leadership and lifelong skills. Together, these organizations are proving that when communities unite to put kids first, the impact extends far beyond the game, shaping future generations.
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About Eat. Learn. Play.
Eat. Learn. Play. Foundation is an organization dedicated to unleashing the potential of every child, paving the way for amazing kids and opening doors to bright futures. Founded by Stephen and Ayesha Curry in 2019, Eat. Learn. Play. launched with a focus on improving the lives of kids and families in Oakland, the Bay Area and across the country. Rooted in three of the most vital pillars for a healthy childhood—nutrition, education and physical activity—Eat. Learn. Play. is working to ensure that every child in Oakland has access to the nutritious food they need to be healthy and thrive; resources to learn and love to read; and safe places and equitable opportunities to play. Follow Eat. Learn. Play. on Instagram, Facebook, Twitter, LinkedIn.
About Under Armour
Under Armour, Inc., headquartered in Baltimore, Maryland, is a leading inventor, marketer, and distributor of branded athletic performance apparel, footwear, and accessories. Designed to empower human performance, Under Armour's innovative products and experiences are engineered to make athletes better. For further information, please visit http://about.underarmour.com.
About Curry Brand
A partnership between Stephen Curry and Under Armour, Curry Brand is a purpose-led performance brand with a mission to ensure every young person has equitable access to sports, providing solutions that positively impact youth sports in under-resourced communities. It aims to provide youth with new apparel and equipment, access to mentors and coaches, and safe places to play. Curry Brand features footwear, apparel, and accessories across multiple categories, including basketball and golf. Learn more at currybrand.com.
CONTACTS:
Eat. Learn. Play. // Under Armour // Curry Brand
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