What's Happening?
Stephen Curry, the renowned NBA player, has decided to part ways with Under Armour after a 13-year collaboration. This decision marks a significant shift for both Curry and the sports apparel company.
Curry's Curry 13 shoes will be released in February 2026, representing the final collaboration between the two. Under Armour's founder, Kevin Plank, expressed gratitude for Curry's contributions, highlighting his role as a strategic business leader beyond being an ambassador. Curry reciprocated the sentiment, acknowledging Under Armour's early support in his career and the opportunity to build a brand with a broader impact.
Why It's Important?
Curry's departure from Under Armour is a pivotal moment for the company, which is currently focusing on its core brand during a critical turnaround phase. For Curry, this move allows him to evolve his brand independently, potentially leading to new business ventures and collaborations. The separation could impact Under Armour's market position, as Curry has been a significant figure in their branding strategy. The sports apparel industry may see shifts in sponsorship dynamics and brand alliances as a result of this development.
What's Next?
Curry's next steps could involve expanding his brand independently or partnering with other companies to further his business interests. Under Armour will likely focus on strengthening its core brand and exploring new ambassadorial relationships to fill the void left by Curry. The sports industry will be watching closely to see how Curry's brand evolves and how Under Armour adapts to this change.
