Stephen Curry & Under Armour Part Ways After 13 Years — A New Chapter Begins

After more than a decade of shaping the basketball sneaker landscape together, Stephen Curry and Under Armour have officially ended their 13-year partnership — marking one of the biggest athlete–brand shakeups of the decade. As part of the separation, Curry will now take full ownership of the Curry Brand, opening the door to future collaborations with new retail partners.

The move represents a major shift for both sides — and signals a new chapter for one of the most influential basketball icons in the world.

---

🏀 A Legacy-Building Partnership Comes to a Close

Since joining Under Armour in 2013, Curry helped transform the company’s presence in basketball. His success on the court fueled the rise of the Curry Brand, launched in 2020 as a standalone performance and lifestyle label.

Together, Curry and Under Armour produced some of the most memorable signature shoes of the past decade, inspiring young athletes worldwide and solidifying Curry’s status as a cultural force.

👟 What the Split Means for Curry

With Under Armour stepping away from the partnership, Curry now has complete creative and corporate control of the Curry Brand. This independence gives him the freedom to:

• Partner with new global retailers
• Expand the brand across markets and product categories
• Build an athletic empire fully under his own direction

Despite the split, fans can look forward to one final release: the Curry 13, dropping in February — the last signature shoe produced during the Under Armour era.

---

📉 What It Means for Under Armour

Under Armour has been facing financial turbulence, including declining sales and restructuring efforts. Ending the partnership allows the company to refocus on its core Under Armour identity while scaling back on athlete-led brand extensions.

While the Curry line boosted the brand for years, Under Armour is now shifting into a more disciplined, streamlined strategy to stabilize its performance in a competitive marketplace.

---

🌍 A Turning Point in Athlete Entrepreneurship

Stephen Curry’s next move will be watched closely. Owning his brand outright places him among a growing group of athletes who are:

• Taking control of their IP
• Building independent sportswear labels
• Shaping their own legacy beyond the court

This split isn’t just a business move — it’s a power play that positions Curry for long-term impact in the sneaker, apparel, and lifestyle markets.

---

✨ Final Word

The end of the Curry–Under Armour partnership closes a successful 13-year chapter — but it also marks the beginning of something much bigger.

For Curry, it’s a chance to expand and elevate his brand without limits.
For Under Armour, it’s a reset point in a challenging retail climate.

One thing is certain:
The Curry Brand is entering its next era — and the world will be watching.