What's Happening?
Stephen Curry, the Golden State Warriors' star and four-time NBA champion, has ended his partnership with Under Armour after 12 years. This decision comes as a surprise, especially since Curry signed a new
agreement with Under Armour in March 2023 to continue his association with the company throughout his post-NBA career. Curry's standalone endeavor, Curry Brand, will now move forward independently. The Curry 13, set to launch in February 2026, will be the last shoe released under the Under Armour collaboration. Curry initially joined Under Armour in 2013 after leaving Nike due to a failed meeting where his name was mispronounced.
Why It's Important?
Curry's departure from Under Armour marks a significant shift in the sports apparel industry, as he has been a major figure in promoting the brand's basketball products. The separation allows Curry Brand to operate independently, potentially leading to new partnerships and innovations in the sneaker market. This move could impact Under Armour's market position, as they lose a key ambassador who has contributed to their credibility and community impact. The decision reflects a strategic focus on the core Under Armour brand during a critical stage of its turnaround.
What's Next?
Curry Brand will continue to operate independently, with the potential to seek new partners and investments. Fans can expect more developments in Curry's sneaker journey over the next year, as he explores opportunities to expand his brand's reach. Under Armour will focus on developing new basketball products and supporting athletes across various levels, searching for a new face for its basketball division. The Curry 13 will be released in February 2026, with additional colorways and apparel collections available through October 2026.
Beyond the Headlines
The separation of Curry Brand from Under Armour highlights the evolving nature of athlete-brand partnerships, where athletes seek greater control and independence over their personal brands. This trend could lead to more athletes pursuing similar paths, reshaping the landscape of sports endorsements and brand collaborations. The move also underscores the importance of strategic business decisions in maintaining brand focus and profitability during restructuring phases.
