Golden State Warriors superstar Steph Curry is reportedly still seething over a failed attempt to bring WNBA phenom Caitlin Clark into the Under Armour fold, according to Bloomberg. The snub comes just weeks after Curry officially parted ways with the sportswear giant he had been with since 2013, ending a decade-long partnership that launched his own Curry Brand in 2020.
Insiders reveal that Under Armour’s bid to sign Clark, the No. 1 pick in the 2024 WNBA Draft, fell short of Nike’s offer — both in total value and overall appeal. The financial specifics remain undisclosed, but the result was clear: Clark, a standout with the Indiana Fever, stayed loyal to Nike, signing a long-term deal reportedly worth $28 million. She has been a Nike athlete since 2022, and the brand’s continued commitment appears to have been a decisive factor.
Curry’s frustration with Under Armour reportedly went far beyond the Clark deal. Sources told Bloomberg that he and his team felt the company had “underinvested” in his personal brand, leaving Curry Brand sales below expectations and his global story underrepresented. Curry had hoped for stronger backing from CEO Kevin Plank, who admitted in a Bloomberg conference last September that Under Armour had “not done a good enough job yet” telling Curry’s story through the brand.
For Curry, the Clark pursuit had been personal. As one of the biggest stars in basketball, the Warriors guard backed Under Armour’s efforts to lure the WNBA sensation, seeing her potential as a generational athlete whose brand alignment could have elevated both parties. When the deal fell through, it became, according to Bloomberg, a “sore point” for Curry — a disappointment lingering even as he moved on from Under Armour.
Despite the split, both parties are handling the separation professionally. A joint statement from Under Armour and Curry’s representatives emphasized that the decision was “made thoughtfully and respectfully, with a shared sense of pride in what we built together, and a mutual understanding that a separation was best for both Under Armour and Stephen Curry.” Still, behind the scenes, sources suggest that Curry’s advisors were frustrated with the perceived lack of investment in his line and underwhelming sales performance.
Adding financial weight to the drama, Curry’s departure contributes to a nearly $100 million increase in restructuring costs for Under Armour, highlighting the economic impact of losing the NBA superstar’s endorsement. Yet, the brand and Curry will still “debut the final Curry shoe in February,” ensuring a brief final chapter in their decade-long partnership.
For Caitlin Clark, the saga underscores her growing influence in sports endorsements. The 22-year-old Indiana Fever guard continues to dominate on the court, and Nike’s ability to secure her long-term commitment demonstrates their dominance in the women’s basketball market. Her presence in Nike gear during high-profile games, including the WNBA playoffs, reinforces the brand’s visibility and market clout.
As Curry steps away from Under Armour, speculation is already swirling about his next move. Sources told Bloomberg he has not yet signed with another sneaker company, leaving fans and analysts guessing which brand might seize the opportunity to align with one of the NBA’s most marketable athletes.
For now, the failed Clark pursuit remains a symbol of what went wrong in Curry’s decade-long partnership with Under Armour: unmet expectations, underinvestment, and a missed chance to capture the rising star power of women’s basketball. Curry may have moved on, but the ripple effects of this lost endorsement deal are likely to be felt across sports marketing circles for years to come.
Steph Curry’s next chapter is wide open — but for Under Armour, missing out on Caitlin Clark and losing their crown jewel may prove a cautionary tale in the cutthroat world of athlete endorsements.
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