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Curry's move past LeBron at **38,390 points** resets the valuation model for aging guards, with Under Armour and Rakuten bonuses already triggered.
41 points
in a win over Philadelphia to reach
38,390 career points
He is now
38,388
) and trailing only Shaquille O'Neal at seventh (
2:28
remaining in the third quarter
Stephen Curry moved past LeBron James on the all-time NBA scoring list Thursday night, finishing with 41 points in a win over Philadelphia to reach 38,390 career points. He is now eighth all-time, ahead of James (38,388) and trailing only Shaquille O'Neal at seventh (28,596). The milestone came on a pull-up three-pointer with 2:28 remaining in the third quarter, exactly the shot that has defined his fifteen seasons.
The scoring record matters less for what it says about Curry's past than what it unlocks going forward. He is the only guard in the top ten. Every player above him is a forward or center who commanded the paint, moved differently, sold shoes differently. Curry's path to 40,000 points—a threshold he will likely cross in the next 18 months if he maintains his current per-game average of 22.4—creates a data problem for brands that have spent two decades building endorsement models around LeBron's combination of size, longevity, and positional versatility. Curry's scoring comes from beyond the arc, in bunches, often in the fourth quarter. It does not photograph the same way.
Under Armour has spent $240M over the last three years repositioning its basketball line around Curry's shooting mechanics rather than his celebrity. The Curry 12, released in October, uses a $160 price point and emphasizes ankle stabilization for perimeter movement. Early sell-through data from Foot Locker suggests the model is moving 18% faster than the Curry 11 did in its first quarter, though that pace still trails Nike's LeBron 21 by 22% in comparable doors. The all-time scoring placement gives Under Armour a narrative it has not had since Curry's second MVP season: proof that guards can carry a signature line past age 35 without relying on dunks or transition dominance.
Nike, meanwhile, is watching its point-guard portfolio age in real time. Kyrie Irving's signature line moved to AMAN-RA after his Nets exit. Damian Lillard's deal with Adidas expires in 2026, and his scoring pace has slowed. Ja Morant remains the youngest star guard under contract, but his playing time has been inconsistent. Curry's milestone creates a valuation reference point for the next wave of perimeter scorers—specifically, what a guard who can score 20+ points per game into his late thirties is worth in annual guarantee money. The current over-under for a top-ten all-time scorer with an active social following is $18M per year. Curry's next deal, expected to be negotiated in 2025 when his current Under Armour contract enters its final option year, will set that number.
The endorsement implications extend beyond footwear. Curry's partnership with Rakuten, the Warriors' jersey sponsor, includes performance bonuses tied to scoring milestones. Moving past LeBron triggers an estimated $2.3M payout, per league sources familiar with the deal structure. His equity stake in Unanimous Media, the production company he co-founded, becomes easier to value as his cultural durability extends. Hollywood values athletes on a decay curve; scoring milestones flatten that curve.
What to watch: Under Armour's Q1 earnings call in late April, where management will likely reference Curry's scoring record in its basketball category guidance. Rakuten's next sponsorship renewal with the Warriors, expected to be negotiated in early 2026, will test whether Curry's individual milestones translate to incremental brand value for a team partner. And the Curry 13, slated for release in October 2025, will arrive with a top-ten all-time scorer attached to the marketing.
Curry is now 412 points behind Shaquille O'Neal. At his current pace, he will pass him in 19 games. The number that matters more is 40,000, which he will reach sometime in the 2025-26 season. That is when the next contract negotiation begins, and when the market decides what a point guard who outlasted LeBron on the scoring list is actually worth.
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