Stephen Curry and Under Armour Split: Full Details Revealed

The recent parting of ways between NBA star Stephen Curry and Under Armour marks the end of a significant 12-year partnership. This decision, announced via a press release, highlights a mutual agreement that aligns with both parties’ future objectives.

Stephen Curry and Under Armour: A Historic Partnership Ends

Stephen Curry’s relationship with Under Armour transformed during his tenure, coinciding with his ascent in the NBA. From his debut in 2009 with Nike, Curry switched to Under Armour in 2013 and became a four-time NBA Champion and a prominent All-Star.

Key Statements from Business Leaders

Kevin Plank, Under Armour’s Founder and CEO, emphasized the importance of Curry beyond just an ambassador role. He stated that Curry has been integral in establishing a credible brand that impacts communities and athletes alike. Plank noted, “This moment is about discipline and focus on the core UA brand during a critical stage of our turnaround.”

Curry reflected on his journey, indicating gratitude for the opportunities Under Armour provided. He acknowledged that Curry Brand was created to “change the game for good” and expressed excitement for future endeavors focused on growth and community commitment.

Timeline of Notable Events

• 2009: Curry begins his NBA career as a Nike athlete.
• 2013: Curry signs with Under Armour.
• 2015: Under Armour releases Curry’s first signature shoe.
• 2020: Launch of Curry Brand, aiming to create a broader impact.
• March 2023: Announcement of a new long-term deal, positioning Curry as Curry Brand President.
• November 13, 2025: Announcement of the separation from Under Armour.

Factors Behind the Split

The announcement of the split coincided with Under Armour’s larger restructuring plan. The company revised its fiscal outlook, intending to focus on its core brand. They initiated significant financial restructuring, which included separating the Curry Brand.

Under Armour projected its overall basketball revenue, including Curry Brand, to range between $100 million and $120 million for fiscal 2026, indicating a strategic pivot.

The Road Ahead for Curry Brand

With the split, Curry Brand will operate independently. Under Armour plans to release the final Curry Brand x Under Armour shoe, the Curry 13, in February 2026. This shoe will pave the way for Curry to explore new partnerships.

Notably, all athletes under Curry Brand remain contracted with Under Armour, including NBA players like De’Aaron Fox, who signed a signature sneaker deal in October 2023.

Future Directions for Under Armour and Curry

Under Armour faces challenges in the basketball market, demanding a strategic shift. As Curry Brand evolves, it may explore new collaborations, despite potential obstacles due to Curry’s established legacy.

Fans can expect more exciting updates as both Curry and Under Armour navigate their respective futures in the sporting world.