Image Credit: Alonzo Adams-Imagn Images

Stephen Curry and Under Armour End Decade-Long Partnership, Curry Brand to go Independent

Curry signed with Under Armour in 2013 and was named President of Curry Brand in 2023.

Image Credit: Alonzo Adams-Imagn Images

Golden State Warriors superstar Stephen Curry and Under Armour parted ways, ending their partnership that lasted for over a decade. As per the official announcement, Curry’s standalone endeavor Curry Brand will move independently. Notably, the NBA great left Nike and signed with Under Armour in 2013, and a decade later, the brand named him the President of Curry Brand and gave him $75 million worth of stock. Now that the deal has come to an end, Curry’s shoes will be released as planned through UA during 2026.

Stephen Curry has parted ways with Under Armour and is moving ahead with his Curry Brand separate from the company with whom Curry launched his signature line in 2020. pic.twitter.com/wa3OM8UlDj
— Marc Stein (@TheSteinLine) November 13, 2025

The split between Curry Brand and UA allows the Warriors’ star to have full operational control over his namesake brand. Many see this move as an attempt to give the Curry Brand the autonomy and agility that it needs to compete with other sportswear brands. As per reports, UA will be allowed to continue producing and distributing the Curry Brand apparel for a limited time.

Stephen Curry Releases Official Statement Confirming Split with Under Armour

Stephen Curry has departed from Under Armour after 10+ years. The end of an era 🥹

via: PR Newswire pic.twitter.com/02QvqJpqbk
— Complex Sneakers (@ComplexSneakers) November 13, 2025

Stephen Curry released an official statement, confirming the split of his namesake brand with the UA. In his statement, the Dubs star expressed his gratitude towards the brand for their support in his early career days. “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,” Curry said. “I’ll always be grateful for that.”

“What Curry Brand stands for, what I stand for and my commitment to that mission will never change,” he added. “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.”

Founder and CEO of Under Armour, Kevin Plank, also released a statement reflecting on the partnership with the NBA great. “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. “Together with our teammates, he helped build something rare: a brand with credibility, community impact and product that performs at the highest level.”

According to ESPN’s Shams Charania, as the four-time NBA champion enters sneaker free agency, he could wear other brands over the next year and pursue new partnership deals.

Stephen Curry

Garima Ranawat

Garima is a sports writer with around two years of experience in Indian sports and a newfound interest in the NBA. Inspired by the leadership of cricketing legend MS Dhoni, she wishes to bring in newer perspectives to the NBA fanatics with her writing.