In a surprising turn of events, Stephen Curry, the star point guard for the Golden State Warriors, has decided to part ways with Under Armour after a partnership that lasted over a decade. Reports indicate that a key factor in Curry’s dissatisfaction with the brand stemmed from their handling of potential endorsements, particularly regarding burgeoning WNBA superstar Caitlin Clark.
Sources reveal that Curry was discontent with Under Armour’s efforts to secure a signature sneaker deal for Clark before her rookie season. The Sports Business Journal highlighted that the company’s bid fell short in comparison to what rival Nike offered. Under Armour attempted to woo Clark with an offer of four years for $16 million, while Nike’s deal was a significant eight-year agreement worth $28 million. Adidas and PUMA also entered the bidding, but neither matched Nike’s commitment, with Adidas offering only $6 million and PUMA retracting from negotiations altogether.
Clark, who is already generating buzz in the basketball world, is set to release her first signature Nike shoe in 2026, further elevating her profile in the sport. This endorsement saga illustrates a broader trend in the sneaker industry, which has faced its own set of challenges lately.
Curry’s split with Under Armour seems to hinge not only on missed opportunities for Clark but also the financial difficulties the brand is currently navigating, including a restructuring process scheduled for completion by the end of next year. NBA legend Dwyane Wade weighed in on the situation during a recent podcast, noting the ongoing struggles within the sneaker community, indicating it’s a challenging time for many brands.
Despite the recent developments, Curry remains a notable figure in the sneaker world. He still has a contract to release his 13th and final signature sneaker with Under Armour in February 2026, with additional colorways set to roll out across October 2026. This shows that while Curry is now a sneaker free agent with a multitude of opportunities ahead, he could continue to build upon the legacy of the Curry Brand or explore new partnerships.
As fans and analysts alike watch his next moves closely, there’s a palpable excitement surrounding what may come next for one of the most recognizable athletes in basketball. Whether he chooses to forge a new path or enhance his existing brand, Curry’s influence in the sneaker landscape is far from waning.