BREAKING: Steph Curry And Under Armour Call It Quits After 12 Years — What’s Next For Curry Brand?
In a stunning development that sends shock waves through the sports‑apparel and sneaker world, Stephen Curry and Under Armour have officially ended their 12‑year partnership, according to a joint announcement issued Thursday.
From the moment Curry exited Nike and joined Under Armour in 2013, he became the face and driving force behind the brand’s basketball ambitions. Together they built the “Curry Brand” line, launched under Under Armour’s umbrella in 2020, with the stated mission to “change the game for kids, for communities, and for basketball.”
But now the union is dissolving. Under Armour announced that Curry Brand will spin off as an independent entity, freeing Curry to direct his namesake brand on his own terms.  Meanwhile, Under Armour says the last co‑branded product — the Curry 13 sneaker — will still launch under the joint banner in February, with additional colorways and apparel continuing through October. split now?
The reason behind the split appears to be strategic on both sides. Under Armour is in the midst of a major restructuring, grappling with declining sales, inventory pressures, and a weak performance in its basketball division.The company’s leadership says this move allows them to refocus on the core Under Armour brand and streamline its athlete portfolio. “For Under Armour, this moment is about discipline and focus on the core UA brand during a critical stage of our turnaround,” said founder‑CEO Kevin Plank.
On Curry’s side, the timing gives him full control of the Curry Brand and the opportunity to chart the next phase of his business empire. He thanked Under Armour for believing in him early and granting him the space to build something “much bigger and more impactful than a shoe.”
The breakup marks the end of an era in which Curry was arguably Under Armour’s most visible athlete. The brand’s rise in basketball and sneaker culture owes much to his success on the court and his cultural resonance. But despite the star power and performance credibility of the Curry line, Under Armour’s basketball business still struggled to achieve broad market dominance, and the split underscores that challenge.
For Curry, this opens a new chapter. With the brand going independent, speculation now turns to whether he will partner with another major sportswear company, do a full independent rollout, or explore other strategic alliances. Meanwhile sneakerheads and industry watchers will watch closely how the Curry 13 and subsequent releases fare — and whether the brand can stand alone without Under Armour’s heft behind it.
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The years‑long partnership began in 2013 when Curry signed with Under Armour after Nike declined to offer him a signature line at that time.
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The Curry Brand was formally launched in 2020 under Under Armour’s umbrella.
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The final sneaker release under the partnership will be Curry 13, expected February 2026 (with follow‑ons through October). Under Armour will absorb separation costs as part of its restructuring plan; the company estimates its global basketball business (including Curry Brand) for FY 2026 at about US$100‑120 million.
This is more than a celebrity endorsement breakup — it signals a shifting landscape in the business of athlete footwear and branding. When a superstar like Curry chooses independence over a legacy partner, it suggests that power is moving away from legacy sportswear giants and toward athlete‑driven brand autonomy. For fans, for sneaker culture, and for business watchers, this storyline will play out in product drops, media deals, and market moves.
Stay tuned because this isn’t over — the next chapter for Curry Brand just opened, and the ripple effects could shake up the sportswear world again.
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