Stephen Curry and Under Armour are no more. The two sides announced today that Curry Brand, a subsidiary of Under Armour established in 2020, will separate from its parent company, giving the brand the ability to operate as its own independent entity.
This is massive news and a headline nobody saw coming. Under Armour will still release the Curry 13 in February 2026 as planned, with additional colorways and apparel collections available through October 2026. From that point on, Steph and company are on their own.
“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. I’ll always be grateful for that.” says Stephen Curry. “Curry Brand was created to change the game for good and over the past 5 years, we successfully changed the game for kids, for communities, and for basketball. What Curry Brand stands for, what I stand for and my commitment to that mission will never change, it’s only growing stronger. I’m excited for a future that’s focused on aggressive growth with a continued commitment to keep showing up for the next generation.”
Steph Curry entered the league as a Nike athlete but switched to Under Armour in 2013, after Nike Basketball (then under the direction of former Mavericks general manager Nico Harrison) famously fumbled a sales pitch by showing him a slideshow intended for Kevin Durant.
Steph now has a few different options ahead of him. The Warriors guard could theoretically call Nike or adidas tomorrow (or perhaps a rising Chinese brand), ask for a bag, and likely get it. He could also move forward by operating without an established sneaker industry partner, which would pose its fair share of challenges when it comes to production, tech, and scaling.
By all accounts, Curry’s signature Under Armour shoes were well received. Curry Brand signed its first signature athlete other than Steph, San Antonio Spurs guard De’Aaron Fox, in 2023, and has its sights set on expanding both during and after Steph’s playing career. The decision to part ways is part of an expansion of Under Armour’s previously disclosed fiscal restructuring plan, which was also announced today.
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