What's Happening?
Stephen Curry's brand is set to part ways with Under Armour Inc. in 2026, ending a partnership that began in 2013. The Curry brand, which became independent in 2020, had been under a lifetime deal with Under Armour since 2023. Despite the separation,
Under Armour's profitability is not expected to be significantly impacted, indicating a deceleration in Curry brand sales. Potential suitors for Curry's brand include major sportswear companies such as Nike, Adidas, New Balance, Puma, Reebok, Anta Sports, and Li-Ning. The separation allows Curry the right of first refusal to take athletes signed under his brand, such as De'Aaron Fox, with him.
Why It's Important?
The departure of Steph Curry's brand from Under Armour could have significant implications for both parties. For Under Armour, losing its most recognizable athlete may challenge its ability to secure shelf space in specialty footwear retailers and attract other notable athletes, particularly in basketball. However, the company is undergoing a major restructuring to streamline operations, reduce costs, and refocus on innovation and style. For Curry, aligning with a new partner could enhance his brand's market presence and offer new growth opportunities. The interest from major sportswear companies highlights the brand's potential value and influence in the athletic apparel market.
What's Next?
Under Armour plans to continue selling the Curry brand throughout most of 2026, while focusing on new product launches and innovations in its footwear line. The company aims to leverage its momentum and return to growth by building on successful franchises and introducing athlete-driven innovations. Meanwhile, Steph Curry will likely evaluate potential partnerships with interested sportswear companies, considering factors such as brand alignment, market reach, and financial terms. The outcome of these negotiations could redefine Curry's brand strategy and impact the competitive landscape of the sportswear industry.
Beyond the Headlines
The separation of Curry's brand from Under Armour may reflect broader trends in athlete-brand partnerships, where athletes seek greater control and flexibility in their branding strategies. This move could inspire other athletes to explore similar opportunities, potentially reshaping the dynamics between sportswear companies and their sponsored athletes. Additionally, Under Armour's restructuring efforts may signal a shift towards prioritizing core competencies and innovation to regain market strength, which could influence industry standards and consumer expectations.
