SC30 Inc.
SC30 Inc. (d/b/a Thirty Ink) is Stephen Curry's private brand-management collective, housing Curry Brand footwear and apparel (powered by Li-Ning), Unanimous Media, Gentleman's Cut Bourbon, the Underrated brand, and the Eat Learn Play Foundation to monetize and curate the athlete's commercial and philanthropic portfolio.
- Company typePrivate
- Founded2017
- HeadquartersOakland, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What SC30 Inc. does
SC30 Inc., operating as Thirty Ink, is a privately held collective founded in 2017 that houses the complete off-court business portfolio of NBA player Stephen Curry, who serves as CEO. The company operates as a brand management and investment platform organized across four stated verticals: Brand, Media, Experiences, and Philanthropy. Its portfolio includes Curry Brand (signature athletic footwear and apparel, powered by Li-Ning), Gentleman's Cut Bourbon (spirits), Unanimous Media (storytelling and content production), the Underrated brand (athlete and community empowerment), and the Eat Learn Play Foundation (philanthropy targeting child nutrition and education). The firm employs 1–10 people and is headquartered in Oakland, California, with Curry maintaining controlling founder ownership.
Revenue generation is anchored by a long-term strategic partnership with Li-Ning — the basketball market share leader in China — which distributes Curry Brand products through its network of more than 7,600 stores across Asia, with plans for dedicated Curry Brand stores in China and the United States. Secondary revenue streams include media production through Unanimous Media (which holds a first-of-its-kind global talent deal with Comcast NBCUniversal), bourbon sales, sports merchandise and collectibles licensing with Fanatics and Panini, and brand-partnership activations with Google, Rakuten, USA Sports Marketing, and JP Morgan. The underlying business model is event-driven: Curry's personal brand and athletic celebrity are leveraged to secure licensing, distribution, and co-creation agreements rather than selling proprietary technology.
The company has no proprietary technology platform, no disclosed AI/ML capabilities, no patents, and no disclosed funding rounds. Its core differentiators are Curry's personal brand equity (four-time NBA Champion, Olympic Gold Medalist, MVP, all-time three-point leader), the "Elevate the Under" social-impact mission that authenticates brand partnerships, and access to Li-Ning's distribution infrastructure in Asia. The competitive position is fundamentally a celebrity-IP business, not a technology or product company.
SC30 Inc. firmographics
Firmographics- Name
- SC30 Inc.
- Legal name
- Thirty Ink
- Website
- https://thirtyink.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- SC30 Inc. (d/b/a Thirty Ink) is Stephen Curry's private brand-management collective, housing Curry Brand footwear and apparel (powered by Li-Ning), Unanimous Media, Gentleman's Cut Bourbon, the Underrated brand, and the Eat Learn Play Foundation to monetize and curate the athlete's commercial and philanthropic portfolio.
- Ownership category
- akta.pro rank
SC30 Inc. industry classification
Industry- Product category
- Athlete Brand Management
- akta.pro primary industry
- Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)
- akta.pro secondary industries
- Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG), Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)
Keywords
Where SC30 Inc. is headquartered
LocationHeadquarters
- HQ city
- Oakland
- HQ country
- United States
- HQ region
- North America
Markets served
SC30 Inc. business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Brand Partnerships: Curry Brand athletic footwear and apparel partnership with Li-Ning, including signature shoe lines, brand collaborations, and global retail distribution through Li-Ning's 7,600+ stores in Asia.
- Media Content: Production of multimedia content through Unanimous Media, storytelling platforms, and branded media experiences.
- Philanthropy: Eat Learn Play foundation focused on underserved communities through access to sports, education, and experiences.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
SC30 Inc. product offering
Product offeringCore offering
SC30 Inc. is the holding company responsible for Stephen Curry's complete off-court business portfolio. It houses and operates sub-brands including Curry Brand (athletic footwear and apparel, licensed to Li-Ning), Gentleman (Gentleman's Cut Bourbon), Unanimous Media (storytelling and content production), Underrated (athlete and community empowerment), and Eat Learn Play (youth-focused foundation). The company's central function is stewarding Curry's brand equity across consumer products, media, partnerships, and philanthropy.
Product overview
Thirty Ink is a collective that houses all business entities of NBA Champion Stephen Curry, operating as a platform that manages multiple sub-brands and ventures across brand partnerships, media, investments, and philanthropy. The portfolio includes Curry Brand (athletic footwear and apparel partnership with Li-Ning), Gentleman (bourbon brand), Unanimous Media (storytelling platform), Underrated (athlete empowerment brand), and Eat Learn Play (philanthropic foundation). The company delivers products, experiences, content, and opportunities through Brand, Media, Experiences, and Philanthropy verticals.
Differentiator
Problem solved
Functional benefit
Products and services
- Curry Brand
Companies that use SC30 Inc.
Customer profileSegments3 records
Ideal customer profiles3 records
SC30 Inc. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
SC30 Inc. partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered flagship, core and minor.
- Li-NingflagshipLong-term strategic partnership where Li-Ning powers Curry Brand athletic footwear and apparel. Stephen Curry's Curry Brand is now powered by Li-Ning innovation, with plans to expand globally through Li-Ning's retail network of 7,600+ stores in Asia. Plans include launching Curry Brand stores together in China and the US. Li-Ning is the basketball market share leader in China.
- Eat Learn PlaycoreStephen Curry's foundation focused on providing access to food, education, and sports for underserved youth in the Bay Area and beyond.
- Curry BrandflagshipStephen Curry's signature athletic brand operating under Thirty Ink, powered by Li-Ning. Curry Brand produces signature basketball sneakers and lifestyle products across basketball, golf, and lifestyle categories.
- Gentleman's Cut BourboncoreBrand partner under Thirty Ink collective offering bourbon products.
- Unanimous MediacoreMedia production company under Thirty Ink focused on storytelling and content creation.
- UnderratedcoreBrand under Thirty Ink focused on elevating underrated athletes and communities.
- GooglecoreBrand partner collaborating with Stephen Curry on various marketing and technology initiatives.
- FanaticscoreSports merchandise retailer distributing Curry Brand and Stephen Curry related products.
- PaniniminorTrading cards and collectibles partner for Stephen Curry branded products.
- RakutenminorE-commerce and technology partner with Stephen Curry investments in their basketball operations.
- USA Sports MarketingminorSports marketing and licensing agency supporting brand partnerships.
- Comcast NBCUniversalcoreMedia partner collaborating with Unanimous Media on first-of-its-kind global talent deal for content production.
Scale indicators1 record
Expansion highlights5 records
SC30 Inc. competitors and assessment
Company assessmentBroad incumbents
- Under Armour: Global athletic apparel and footwear incumbent that previously held Stephen Curry's signature endorsement before the move to Li-Ning. Comparable as a former Curry Brand partner and direct competitor in performance basketball footwear.
- Beats by Dre: Celebrity co-founded (Dr. Dre and Jimmy Iovine) premium consumer audio brand now under Apple. Comparable as a blueprint for converting artist/athlete credibility into a global premium consumer brand with distribution through a larger partner.
- Li-Ning: China's leading basketball-apparel brand and Curry Brand's strategic partner, operating >7,600 stores across Asia. Comparable as the partner that manufactures and distributes Curry Brand globally and competes across the broader athletic apparel category.
Direct peers
- The SpringHill Company: Athlete-founded (LeBron James and Maverick Carter) content, brand, and production collective spanning entertainment, consumer products, and philanthropy — directly comparable to Thirty Ink's athlete-centric portfolio of brands, media, and social impact.
- Boardroom: Kevin Durant and Rich Kleiman's athlete-founded media and brand company covering sports business storytelling and partnership management. Closely analogous to Thirty Ink's combination of Unanimous Media and Curry Brand.
- Roc Nation: Jay-Z-founded entertainment, brand, and sports agency housing music, sports representation, and consumer ventures. Directly comparable as a celebrity-founded umbrella that turns personal brand equity into diversified business categories.
- October's Very Own: Drake-founded music, fashion, and lifestyle brand collective. Comparable as a high-profile artist-founded vehicle that builds sub-brands across apparel, spirits, and media under one umbrella.
- HARTBEAT: Kevin Hart's celebrity-founded entertainment and brand production company. Comparable to Unanimous Media plus Thirty Ink's portfolio model of converting personal brand into content and consumer ventures.
- Magic Johnson Enterprises: Magic Johnson's athlete-founded multi-sector business holdings spanning consumer brands, real estate, and entertainment. Comparable as a long-tenured athlete-founded holding company monetizing on-court success into diversified ventures.
- Westbrook Inc. Russell Westbrook's athlete-founded brand and lifestyle platform spanning apparel, fashion, and philanthropy. Directly comparable in scale and structure as an NBA player operating his own brand holding entity.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights5 records
Customer concentration
SC30 Inc. social profiles
Digital presenceSC30 Inc. financial estimates
Financial estimateRevenue estimate
Valuation estimate
SC30 Inc. leadership team
Management profileNumber of profiles
Profiles3 records
SC30 Inc. subsidiaries and ownership
Company hierarchySubsidiaries3 records
SC30 Inc. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SC30 Inc. M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SC30 Inc.
What does SC30 Inc. do?
SC30 Inc. is the holding company responsible for Stephen Curry's complete off-court business portfolio. It houses and operates sub-brands including Curry Brand (athletic footwear and apparel, licensed to Li-Ning), Gentleman (Gentleman's Cut Bourbon), Unanimous Media (storytelling and content production), Underrated (athlete and community empowerment), and Eat Learn Play (youth-focused foundation). The company's central function is stewarding Curry's brand equity across consumer products, media, partnerships, and philanthropy.
Is SC30 Inc. a public or private company?
SC30 Inc. is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SC30 Inc. founded?
SC30 Inc. was founded in 2017. It employs 1 to 10 people.
Where is SC30 Inc. based?
SC30 Inc. is headquartered in Oakland, United States, in the North America region.
How does SC30 Inc. make money?
Three revenue lines are on record. Brand Partnerships are the primary driver. The others are media Content and philanthropy.
Who are SC30 Inc.'s main competitors?
Broad incumbents on record are Under Armour, Beats by Dre and Li-Ning. Direct peers are The SpringHill Company, Boardroom, Roc Nation, October's Very Own, HARTBEAT, Magic Johnson Enterprises and Westbrook Inc..
Does SC30 Inc. have an API?
No public API is recorded for SC30 Inc..
What industry is SC30 Inc. in?
SC30 Inc.'s product category is Athlete Brand Management. Its primary akta.pro industry code is CRADABAM, Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified), with a secondary code of CRADABAG, Snack Bars (Granola, Protein, Cereal Bars).