Golden State Warriors superstar Stephen Curry and Under Armour are ending their 13-year partnership, the sides announced Thursday, officially separating Curry Brand from the apparel company and sending one of the most influential players in modern basketball into sneaker free agency.
Curry Brand will continue as a standalone venture, with Under Armour set to release the Curry 13 in February 2026 as the final shoe of their collaboration. The brand’s footwear line will be distributed through Under Armour for the remainder of 2026, but Curry will now be free to explore new endorsement deals.
In his statement through Under Armour, Curry said the partnership had shaped both his career and his off-court mission.
“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.”
Curry added that the independence of Curry Brand aligns with his long-term vision.
“What Curry Brand stands for, what I stand for, and my commitment to that mission will never change,” Curry said. “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.”
A Major Shift in the Sneaker Landscape
Curry, now in his 17th NBA season and averaging 27.1 points, leaves Under Armour after elevating the company’s presence in the basketball market—an impact that began when he left Nike to sign with the brand in 2013.
He launched Curry Brand in 2020, became brand president, and later received 8.8 million Under Armour common shares valued at $75 million at the time, according to CNBC.
Steph Curry is wasting no time as a sneaker free agent as he laces up the “Mambacita” Nike Kobe 6 🐍😳 @NickDePaula pic.twitter.com/0c0m4Nr3d6
— Nice Kicks (@nicekicks) November 15, 2025
Although the separation is significant, the move allows Curry to wear other brands for the next year while pursuing new agreements. Nike is among the companies interested in meeting with him about a potential reunion.
Just one day after the breakup was announced, Curry warmed up in San Antonio wearing black-and-white Nike Kobe 6 Protro “Mambacita” sneakers—his first visible shift away from Under Armour in more than a decade.
Under Armour Calls It an Evolution, Not a Rift
Under Armour framed the decision as a mutually beneficial transition for both sides.
“This move lets two strong teams do what they do best,” Under Armour CEO Kevin Plank said in a statement. “Under Armour is focused on product innovation and performance for athletes at every level. Curry Brand gets the independence to determine its own future. That’s good for Stephen and good for UA.”
Who do you think Steph Curry will sign with? pic.twitter.com/reRknbCsa1
— Ballislife.com (@Ballislife) November 14, 2025
Plank added that Curry’s influence extended far beyond endorsements.
“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. “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.”
A Historic Partnership That Redefined an Athlete’s Brand Power
Curry’s move to Under Armour in 2013 marked one of the most consequential shoe decisions in modern basketball. Before his switch, Nike opted not to give him a signature shoe, opening the door for Under Armour to invest heavily in a player who would go on to win two MVPs, four championships, and redefine the NBA with his long-range shooting.
The 13-year run produced a signature line that resonated globally, a philanthropic platform through Curry Brand, and a rare athlete-driven business infrastructure—culminating in Curry securing the full rights to his Splash logo moving forward.
The split now positions Curry Brand to grow independently while the 11-time All-NBA guard evaluates what could become one of the most high-profile sneaker signings in years.
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