Stephen Curry, the standout guard for the Golden State Warriors, has officially ended his long-standing partnership with Under Armour. The news, reported by ESPN’s Shams Charania, reveals that the split was mutually agreed upon and takes effect immediately, closing a chapter on a collaboration that lasted 13 years.
Under Armour’s CEO, Kevin Plank, commented on the decision, emphasizing the company’s focus on rejuvenating the brand during a pivotal phase of its turnaround. “For Under Armour, this moment is about discipline and focus on the core UA brand,” Plank stated. He expressed gratitude for Curry’s impactful contributions to the team and brand throughout their partnership.
Curry, reflecting on the separation, expressed his commitment to the values that he and the Curry Brand represent. “What Curry Brand stands for, what I stand for and my commitment to that mission will never change; it’s only growing stronger,” he said. Curry also conveyed excitement for future opportunities, hinting at a desire for “aggressive growth” and a dedication to inspiring the next generation.
This development marks a significant moment in Curry’s career, making him a sneaker free agent for the first time since 2012. With the partnership ending, he now has the freedom to explore potential retail partnerships that align with his vision and aspirations.
The sudden nature of this separation has caught many fans and analysts off guard, given the strength and duration of their collaboration, which began before Curry reached superstardom and transformed the game of basketball. As officials from both sides navigate this transition, the potential for Curry to carve out a new path in his sneaker career is exciting and filled with possibilities.