Steph Curry’s Brand Faces New Test After Split from Under Armour
Stephen Curry faces a new chapter following his amicable split from Under Armour after a successful 12-year partnership. This decision comes as he enters his 17th season with the Golden State Warriors and creates opportunities for his Curry Brand to evolve independently.
Transitioning to Independence
The mutual agreement allows Curry Brand to seek new retail partnerships. The final Under Armour shoe, the Curry 13, is set to launch in February 2026, with merchandise continuing until October 2026.
Significance of the Partnership
- 12-year partnership with Under Armour.
- Curry Brand launched in 2020.
- Curry’s final shoe release is in February 2026.
Curry reflected on the partnership, stating, “Under Armour believed in me early in my career and gave me the space to build something much bigger and more impactful than a shoe.” This partnership was pivotal in establishing both Curry and Under Armour in the world of basketball.
The Evolution of the Sneaker Market
As Curry transitions away from Under Armour, many are curious about his potential collaborations. Skechers, Li-Ning, and Anta are among brands that could benefit from his endorsement. Curry’s established presence in the sneaker landscape will likely influence any decisions made moving forward.
Market Dynamics
The sneaker market has grown competitive, with major brands like Nike, Adidas, and New Balance dominating NBA courts. Unlike previous endorsements, today’s players require equity and the opportunity to build their brands.
Key Market Competitors
- Nike
- Adidas
- New Balance
- Reebok
While Curry’s shoes have not reached the iconic status of names like Air Jordan or Allen Iverson’s shoes, his persona and skill have drawn attention to every pair he has released.
Future Prospects for Curry Brand
Curry’s potential next steps could include a partnership with a major brand. His ability to drive attention could uplift any company he associates with. As he continues to perform at a high level, Curry remains a significant figure in both sports and popular culture.
In his own words, “This move lets two strong teams do what they do best,” emphasizing that the split is advantageous for both parties involved. The future looks bright for Curry Brand as it seeks to assert its identity and influence in the evolving sneaker industry.
