Steph Curry and Under Armour Split After 13 Years: What It Means for the Future of Curry Brand

By: Sreeja Nallamala

Steph Curry for Under Armour promotion. Sneaker Bar Detroit

The partnership between Steph Curry and Under Armour has been part of the sneaker world for so long that it almost felt permanent. That is why Thursday’s announcement that the two sides have officially ended their 13-year run landed like a surprise across the sports world. Curry Brand is now fully independent and ready to find a new retail partner, and Under Armour is shifting its attention back to rebuilding its core business.

The split comes at a complicated moment for Under Armour. The company has been trying to regain momentum after eight straight quarters of declining sales and a long stretch of leadership changes. CEO Kevin Plank framed the decision as a move toward clarity, saying the brand needs to focus on strengthening the main UA line during a critical stage of its turnaround.

Curry, on the other hand, sounded energized by the freedom this gives him. He now owns Curry Brand outright, which means he can partner with any company he chooses. He described this moment as the chance to grow the brand on his own terms and keep expanding its mission to inspire the next generation.

The separation also arrives as Under Armour broadens its restructuring plan, adding contract terminations and additional costs that bring the total to about 255 million dollars. Despite Curry Brand being one of the biggest names attached to UA in recent years, the company said the move will not significantly affect its near-term financial results. UA Basketball, including Curry Brand merchandise, is still expected to bring in up to 120 million dollars this year.

Steph Curry holding Curry Brand sneakers. Bleacher Report

For many fans, the partnership between Curry and Under Armour was more than just shoes and ads. It symbolized the rise of an unlikely pairing. Back in 2013, Curry chose the smaller underdog brand over Nike, a decision that helped redefine both his career and Under Armour’s presence in basketball. As Curry became a four-time champion and two-time MVP, UA used his success to carve out a real space in the sneaker market. There was always hope that Curry Brand might grow into something on the level of Jordan Brand.

Today, fans can still buy Curry Brand products on the Curry Brand website, at Under Armour’s online store, and through major retailers like Foot Locker and Dick’s Sporting Goods. The brand is also ending its product pipeline with UA, with a new and final Curry shoe set to release in 2026.

Steph Curry with Under Armour executive holding Curry Brand basketball. Retail Dive

For Curry, the future looks wide open. He is 37, still one of the most beloved players in the league, and has already started expanding his interests in golf, business, and youth development. Curry Brand has the potential to stand on its own without a parent company, especially if it finds a strong new partner. Anyone from major sneaker companies to lifestyle brands could be in play.

Under Armour, meanwhile, plans to keep building its basketball line with new products and a different long-term strategy. Plank said the move benefits both sides and gives each of them the space they need to grow.

No matter how the next chapter unfolds, the end of this partnership marks the close of a huge era in basketball culture. For more than a decade, Steph Curry and Under Armour helped shape the look and feel of the modern NBA. Now they are stepping into the future separately, each betting on a new direction.

Edited by: Megan Livengood