Stephen Curry is saying goodbye to Under Armour.
The Golden State Warriors player has been signed with the brand since 2013. Under Armour debuted Curry’s first signature shoe during All-Star Weekend two years later, which eventually grew into a 12-model line, according to Sports Illustrated. The success of the partnership paved the way for the creation of Curry Brand in 2020, as AFROTECH™ previously told you.
Three years later, Curry was appointed president of the Curry Brand and received 8,823,530 restricted stock units of Under Armour’s Class C common stock, valued at $75 million, and supposedly secured a lifetime deal, notes a separate AFROTECH™ article.
“There’s always been a continuation [in mind] with Stephen,” Under Armour Founder Kevin Plank said in March 2023, per ESPN. “I couldn’t imagine Under Armour without Stephen, or Stephen without Under Armour.”
According to a press release, the tides have shifted for the partnership. Curry Brand is now independent after parting ways with Under Armour, ending Curry’s more than a decade-long agreement.
Looking ahead, the Curry 13 will still release in February 2026 as the final shoe from the partnership, with additional colorways available through October. Under Armour will focus on creating other products and has plans to maintain its level of commitment to athletes and programs.
“It’s been an incredible privilege to work with Stephen, who, as President of Curry Brand, has been much more than an ambassador — he’s become a thoughtful and strategic business leader,” Plank said in the press release.
“Together with our teammates, he helped build something rare: a brand with credibility, community impact, and product that performs at the highest level. For Under Armour, this moment is about discipline and focus on the core UA brand during a critical stage of our turnaround. 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,” Plank continued.
Curry commented:
“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. I’ll always be grateful for that. Curry Brand was created to change the game for good and over the past 5 years, we successfully changed the game for kids, for communities, and for basketball. What Curry Brand stands for, what I stand for and my commitment to that mission will never change, it’s only growing stronger. I’m excited for a future that’s focused on aggressive growth with a continued commitment to keep showing up for the next generation.”
