In a significant shift within the athletic footwear industry, Stephen Curry and Under Armour have officially parted ways after a long-standing partnership. Curry, the star guard for the Golden State Warriors, has collaborated with Under Armour for over a decade, making this decision notable.
Details of the Separation
Under Armour announced on Thursday that it will continue to develop new basketball products while supporting various athletes and programs. The iconic Curry 13s will still launch in February 2026 as the final model released under this collaboration. Additional colorways will be made available until October 2026.
Curry’s Reflection on the Partnership
Curry expressed gratitude towards Under Armour for its early support in his career. He commended the brand for providing a platform to create something impactful beyond just footwear. He stated, “Curry Brand was created to change the game for good, and over the past five years, we successfully changed the game for kids, for communities, and for basketball.”
The Rise of the Curry Brand
Launched in 2020, Curry Brand was established as part of his partnership with Under Armour. Curry had signed a long-term extension with Under Armour in 2023, which appointed him as the president of Curry Brand and included 8.8 million shares in the company, valued at approximately $75 million at that time.
Future Opportunities for Curry
As a free agent in the sneaker world, Curry is expected to attract lucrative offers despite being 37 years old. His strong brand identity and popularity within the NBA position him favorably for future endorsement deals.
Speculations on a New Contract
- There are predictions that Curry might return to Nike, where he began his career before joining Under Armour.
- Nike has a proven track record of maximizing relationships with top athletes, including Michael Jordan and LeBron James.
- Alternatively, Curry could explore partnerships with upstart companies that have been gaining traction in the market.
As the dust settles on this unexpected departure, the basketball community watches closely for Curry’s next move. His next endorsement could not only redefine his own brand but also influence the athletic shoe market moving forward.
