In a surprising turn of events in the realm of sports apparel, Stephen Curry and Under Armour announced their split on Thursday, marking the end of a decade-long partnership. Under Armour stated that it will now focus on developing new basketball products while continuing its support for athletes across all levels of the game.
Curry, who has been synonymous with the Under Armour brand, expressed his gratitude for their support throughout his career. “Under Armour believed in me early in my career and gave me the space to build something much bigger and more impactful than a shoe,” he remarked. He emphasized the mission behind Curry Brand, which was relaunched in 2020, saying it aims to make a positive difference in communities and basketball for the next generation.
Despite his departure from Under Armour, Curry’s legacy within the brand will be cemented with the upcoming release of the Curry 13s in February 2026, the final shoe produced under their partnership, with additional colorways available until October 2026. Curry first joined Under Armour in 2013 after a stint with Nike, and he solidified his position as a key figure in the company’s basketball portfolio, achieving significant milestones including four championships and two MVP titles while wearing their shoes.
As a now “sneaker free agent,” the 35-year-old Curry is poised to attract considerable interest from other brands, including Nike, which has a legacy of partnering with basketball superstars like Michael Jordan and LeBron James. However, it is important to note that the competitive landscape is shifting, with newer companies like On and Hoka gaining traction and attracting top athletes.
Speculation abounds regarding Curry’s next move; he might choose to return to a well-known brand or explore opportunities with up-and-coming companies, potentially mirroring the bold decision he made in 2013. Whichever path he chooses, Curry’s brand and influence in basketball are sure to continue growing.
This transitional phase holds the potential for exciting developments as Curry embarks on a new chapter, keeping fans and the sports industry engaged.