Steph Curry and Under Armour End 13-Year Partnership

Stephen Curry and Under Armour have officially ended their 13-year partnership. The catering of Curry Brand will now be separated from Under Armour, marking a new chapter in its evolution.

Steph Curry’s Journey with Under Armour

In a statement, Curry expressed gratitude towards Under Armour for their support early in his career. He recognized how the company gave him the freedom to build a brand that transcends mere footwear. “Curry Brand was created to change the game for good,” he noted, emphasizing the positive impact his brand has had on kids and communities over the past five years.

Future Initiatives for Curry Brand

Curry is committed to continuing the mission that Curry Brand represents. As he stated, “What Curry Brand stands for will never change; it’s only growing stronger.” Looking ahead, he is optimistic about an aggressive growth strategy that prioritizes support for the next generation of basketball players.

• Final Product Release: Under Armour will release the Curry Brand 13 in February 2026, which will be the concluding shoe of their joint endeavor.
• Significance of Partnership: Under Armour’s CEO, Kevin Plank, praised Curry for his dual role as both a brand ambassador and a strategic business leader, highlighting the positive impact their collaboration has had on the community.

Background of the Partnership

The partnership began in 2013 when Curry made a significant career move from Nike, who had denied him a signature shoe. At that time, Under Armour was a much smaller player in the basketball footwear market. However, under Curry’s influence, the brand witnessed substantial growth.

With the launch of Curry Brand in 2020, Curry solidified his status not only as an exceptional athlete but also as a notable entrepreneur and innovator in the sports apparel industry.

Impact on Under Armour

This transition reflects Under Armour’s focus on re-establishing its core brand identity. As they navigate a critical phase in their turnaround, this separation allows both Curry and Under Armour to pursue their respective paths while celebrating their shared accomplishments.

Conclusion

The ending of Steph Curry’s partnership with Under Armour highlights a pivotal moment for both parties. As Curry looks to the future of Curry Brand, his commitment to impacting young athletes remains steadfast. Under Armour will carry forward the legacy they built together, emphasizing a renewed focus on their core brand mission.