Stephen Curry, Under Armour part ways, ending a 12-year partnership

After more than a decade, Golden State Warriors star Stephen Curry and Under Armour are parting ways, the company announced on Thursday. The Golden State Warriors guard has been one of the brand’s signature faces since switching over from Nike in 2013.

In a statement, Under Armour said that the point guard’s Curry Brand will be separated from the company, and that Curry himself will also be independent from the company. Under Armour says that it will continue to develop new basketball-related products “with a disciplined focus on its namesake brand.”

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Curry and Under Armour launched Curry Brand in 2020, with Curry eventually taking over as president of the brand. Curry also received significant Under Armour stock as part of a long-term deal in 2023.

Under Armour, which is set to release the Curry 13 in February 2026, says that it will be releasing the sneaker as planned, though it will be the final Curry Brand release under the Under Armour brand. Additional colorways and apparel collections will be available through next October, per the company.

Under Armour’s founder and CEO Kevin Plank wrote in the statement that it was “an incredible privilege” to work with Curry, but that it was “the right moment” to split the partnership.

“Together with our teammates, he helped build something rare: a brand with credibility, community impact, and product that performs at the highest level,” Plank wrote. “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.”

Curry added that he was “grateful” for the company’s belief in him early in his career.

“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 said. “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.”

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Prior to the separation, Curry was one of few NBA players with lifetime deals, with LeBron James and Kevin Durant holding lifetime contracts with Nike and Damian Lillard signing a lifetime deal with Adidas last winter.

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