The End of an Era: Stephen Curry Parts Ways with Under Armour

In November 2025, Stephen Curry and Under Armour officially announced the end of their long-standing partnership — a relationship that fundamentally shaped both Curry's off-court brand and Under Armour's basketball identity. The split marks the conclusion of more than a decade of shared growth, and sets the stage for a new chapter: Curry Brand will now operate independently, with Curry assuming full ownership and control. 

Under the agreement, Under Armour will still release the Curry 13, slated for February 2026 — but it will be the final signature shoe in their collaboration. After that, additional colorways and apparel collections will continue through October 2026, after which the separation becomes complete. 

Why the Split? Strategic Restructuring Meets Long-Term Vision

The decision emerges at a critical juncture for Under Armour. The company is going through a major restructuring effort, refocusing on its core business amid declining sales and profitability challenges. From Under Armour’s perspective, disentangling from Curry Brand frees up resources and discipline to rebuild around its own basketball identity. Kevin Plank, Under Armour’s CEO, framed the split as “the right moment to let what we created evolve on his terms.” 

For Curry, the move provides strategic freedom. Having launched Curry Brand in 2020 under the Under Armour umbrella, he now transitions to full independence, with greater creative control, business autonomy, and the potential to scale more aggressively. In his statement, Curry emphasized his long-term mission: “to change the game for good … for kids, for communities, and for basketball.” 

Implications for the Sneaker and Athlete-Brand Business Landscape

Curry’s Business Control and Independence

With Curry Brand going independent, Curry is no longer just an athlete endorsing products — he’s a business owner with full IP control. This shift offers him the flexibility to form new partnerships, explore manufacturing options, or even scale globally on his own terms. This move reflects a broader trend of athletes gaining more equity and agency in their brand ventures.

Sneaker Free Agency and Market Power

As he parts ways with Under Armour, Curry becomes a “sneaker free agent.” Industry watchers expect that major players — including Nike, Adidas, and others — will be vying for his next move. His performance, reputation, and global appeal make his brand particularly attractive.

Under Armour’s Brand Reinvention

For Under Armour, losing Curry is not trivial: his signature line and brand were a cornerstone of their basketball business. But the company’s leadership believes it can absorb the impact. In their restructuring plan, Under Armour explicitly said this moment allows them to refocus on the “core UA brand.” Under Armour has projected its global basketball-related revenue to remain significant even without Curry, suggesting they don’t anticipate a devastating financial hit. 

Impact on NBA Culture and Youth Basketball

Curry Brand has never been just about commerce. From the start, Curry used his platform to reinvest in community programs, youth coaching, and underprivileged basketball initiatives. His independent brand may accelerate — not slow down — those efforts, as he gains full control of how proceeds are reinvested in grassroots efforts. That could strengthen the social impact of his business, and reinforce the idea of athletes as genuine community leaders, not just paid endorsers.

Competitive Landscape in Performance Footwear

On the technical side, the end of the Curry-Under Armour era shakes up performance basketball footwear dynamics. Under Armour will need to develop new basketball lines to fill voids left by Curry. Meanwhile, Curry Brand entering the market as an independent player might become a more agile, innovation-driven competitor. This could intensify rivalry with legacy brands like Nike’s Jordan line, Adidas, Puma, and newer entrants.

Signaling a Shift for Athlete-Led Brands

Curry’s move may inspire other elite NBA players (or athletes in other sports) to re-evaluate how they build their brands. Rather than simply signing long-term endorsement deals, more athletes may opt for equity, ownership, and independence — especially as consumer demand for authenticity and values-based branding continues to grow.

Challenges Ahead

Despite the upside, the path forward is not without risk. Building a standalone brand means shouldering production, operations, and distribution burdens. Curry will no longer benefit from Under Armour’s infrastructure and scale — unless he partners with another major player. Moreover, stepping into a highly competitive sneaker market dominated by giants will require savvy strategy, strong partnerships, and significant capital.

On Under Armour’s side, while they claim minimal financial disruption, they must still navigate the loss of their most iconic basketball figure. They will need to convince consumers, athletes, and investors that they can maintain relevance without Curry.

Conclusion

Stephen Curry’s departure from Under Armour marks more than just the end of a business deal — it is a milestone in the evolving relationship between athletes and the brands they represent. As Curry Brand becomes independent, Curry gains full control over his legacy, his business vision, and his impact beyond the court. For Under Armour, this is both a challenge and an opportunity: a chance to reset and rebuild with discipline, but also the moment to prove that their basketball identity can survive — and thrive — without the face that helped define it.

In the broader NBA ecosystem, this move underscores a growing trend: star athletes are not just endorsers, but entrepreneurs. Curry’s next steps will be closely watched — not just for the shoes he wears, but for how he shapes the future of athlete-led business in basketball.

Cheerio!