End of an Era: Stephen Curry and Under Armour Part Ways
In a significant shift in the basketball apparel landscape, Stephen Curry and Under Armour have announced the end of their partnership after over a decade of collaboration, as confirmed by the company on Thursday. Since making the transition from Nike to Under Armour in 2013, Curry has been one of the flagship athletes for Under Armour, with his own line of sneakers dubbed the Curry Brand.
Independent Future for Curry Brand
Under Armour revealed that Curry Brand will now function independently, separate from the overarching company. The athlete himself will also operate outside the confines of Under Armour, a move that marks a notable change in the brand relationship. Despite this separation, Under Armour has committed to launching the Curry 13 sneaker in February 2026, branding it as the last release that will occur under their partnership. Additionally, other colorways and apparel tied to the Curry Brand will be available through October of next year.
Legacy and Future Implications
Before this announcement, Curry stood out as one of the select few NBA players with a lifetime contract, a status he shared with stars like LeBron James and Kevin Durant, who are tied to Nike, while Damian Lillard recently joined Adidas with a similar lifelong deal.
For many fans and analysts, this development signals a new era both for Curry and for Under Armour as they redefine their identities in the competitive sports market. Updates on future developments are expected as the situation unfolds.
