Stephen Curry ends 13-year partnership with Under Armour

By Leobert Julian A. de la Peña

Golden State Warriors superstar Stephen Curry and American sportswear company Under Armour mutually agreed to part ways, ending a 13-year partnership announced on Nov. 14, 2025.

With the surprising development, the breakup will now separate Curry Brand from Under Armour, but the NBA star will still maintain sole ownership and is free to choose a new exclusive retail partner.

Launched in 2020 with Michael Jordan’s Jordan Brand as inspiration, Curry Brand will now have the luxury of operating independently without any restrictions from Under Armour.

Curry’s final venture with the brand will be in February 2026, when Under Armour will release the final version of the Curry 13 basketball shoes.

“What Curry Brand stands for, what I stand for and my commitment to that mission will never change, it’s only growing stronger,” Curry said in a statement.

The NBA’s all-time leader in three-point makes began his journey as an Under Armour ambassador in 2013, which was hailed as one of the biggest upsets in the sports marketing world when Curry declined to sign with Nike.

Since joining the brand, Curry has helped Under Armour boost its marketing stock, especially with his shoe line and later, his signature apparel.

Aside from his famous shoes, Curry and Under Armour worked on his tee collection, as well as several basketball shorts and jerseys.

“For Under Armour, this moment is about discipline and focus on the core UA brand during a critical stage of our turnaround,” Under Armour founder and CEO Kevin Plank said.

“And for Stephen, it’s the right moment to let what we created evolve on his terms. We’ll always be grateful for what he’s brought to the UA team.”