SC30 Inc.

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.

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

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

• Brand management services
• Athletic footwear licensing
• Celebrity brand portfolio
• Media production
• Spirits marketing

Headquarters

HQ city

Oakland

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. 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.
2. Media Content: Production of multimedia content through Unanimous Media, storytelling platforms, and branded media experiences.
3. 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

Core 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

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered flagship, core and minor.

• Li-NingflagshipStrategic or Co-development Partner · 1 January 2023Long-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 PlaycoreStrategic or Co-development Partner · 1 January 2019Stephen Curry's foundation focused on providing access to food, education, and sports for underserved youth in the Bay Area and beyond.
• Curry BrandflagshipOthersStephen 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 BourboncoreGTM or Marketing PartnerBrand partner under Thirty Ink collective offering bourbon products.
• Unanimous MediacoreOthersMedia production company under Thirty Ink focused on storytelling and content creation.
• UnderratedcoreOthersBrand under Thirty Ink focused on elevating underrated athletes and communities.
• GooglecoreGTM or Marketing PartnerBrand partner collaborating with Stephen Curry on various marketing and technology initiatives.
• FanaticscoreChannel Partner/ Reseller/ DistributorSports merchandise retailer distributing Curry Brand and Stephen Curry related products.
• PaniniminorGTM or Marketing PartnerTrading cards and collectibles partner for Stephen Curry branded products.
• RakutenminorGTM or Marketing PartnerE-commerce and technology partner with Stephen Curry investments in their basketball operations.
• USA Sports MarketingminorChannel Partner/ Reseller/ DistributorSports marketing and licensing agency supporting brand partnerships.
• Comcast NBCUniversalcoreStrategic or Co-development PartnerMedia partner collaborating with Unanimous Media on first-of-its-kind global talent deal for content production.

Scale indicators1 record

Expansion highlights5 records

Broad 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

• Instagraminstagram.com/currybrand
• Xx.com/SC30inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SC30 Inc.