Stephen Curry Parts Ways with Under Armour, Marking End of Decade-Long Partnership

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fter more than a decade working together, Stephen Curry and Under Armour have mutually agreed to end their partnership. The news, announced jointly, marks the closure of a chapter that significantly shaped both Curry’s global image and Under Armour’s trajectory in the sports market.

From Rising Talent to Global Icon

In 2013, when Curry was still a rising star, Nike failed to retain his services. Seizing the opportunity, Under Armour secured a deal with the then-brilliant project, eventually turning him into a brand symbol and, later, a strategic partner.

Curry’s sporting success – becoming a regular All-Star and four-time champion – paralleled the growth of his products. His footwear line debuted in 2015, followed by the launch of Curry Brand in 2020, and his eventual promotion to President of that division.

An Uneasy Separation?

The announcement surprised many, given the alliance’s apparent longevity. However, both parties clarified it was a strategic move rather than a conflict. For Under Armour, this allows focus on its core business during a crucial restructuring phase. For Curry, it enables his brand to evolve independently.

Under Armour is expanding its restructuring plan for fiscal year 2025, including additional cost-cutting actions totaling $95 million. This includes terminating contracts, operational cuts, and the divestment of Curry Brand. Despite this, the company expects its global basketball business – including the remaining Curry Brand operations – to reach between $100 million and $120 million by 2026, with the separation’s impact limited.

What’s Next?

• Curry Brand will retain creative and strategic control of the player post-separation.
• Under Armour will release the Curry 13 in February 2026 and market products until October of that year.
• Once legally finalized, Curry will obtain full ownership of his iconic “Splash” logo.
• Players linked to Curry Brand, like De’Aaron Fox and Kamilla Cardoso, will remain under contract with Under Armour.

As for Curry’s future, the stage is open. He could consolidate Curry Brand independently or explore alliances with new companies. Regardless, he aims for the legacy of the project they built to transcend him, maintaining its social impact and becoming his platform beyond athletics.