Curry Brand goes independent as Stephen Curry splits from Under Armour

Golden State Warriors icon Stephen Curry, widely regarded as one of the greatest players in NBA history and credited with revolutionizing the modern game, is officially parting ways with longtime apparel partner Under Armour (UA). The move ends a 13-year collaboration that reshaped the landscape of basketball footwear and propelled the rise of Curry Brand.

Thirteen years after Curry signed his groundbreaking deal with UA, the two sides have mutually agreed to conclude their exclusive partnership, they announced on Thursday, November 13. Under Armour is still set to release the final installment of Curry’s signature line — the Curry 13 — in February 2026, as originally scheduled.

“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. 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 will always be grateful for what he’s brought to the UA team,” Under Armour founder and CEO Kevin Plank said in a statement.

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

OKBET is Asia’s most trusted and popular online sports gaming platform. Visit us on OKBET to stay up to date with all sports news from around the world.

Curry released his own message, thanking UA for its support throughout the partnership.

“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 will 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.”

Curry first joined Under Armour in 2013 on a deal reportedly worth $4 million annually. Two years later — fresh off his first NBA championship — he signed a 10-year extension with an estimated value of $215 million plus an equity stake. In 2023, he secured his most recent extension, which included 8.8 million shares of Under Armour common stock.

With the partnership now concluded, Curry Brand — launched in 2020 — gains the opportunity to operate independently and secure a new exclusive retail partner. The brand currently centers on basketball shoes, apparel, and performance gear, and is expected to pursue expanded growth in the coming years.

👉 Don’t miss out on the latest sports news, updates, and fan discussions!

📌 Follow our Facebook page Sports News PH today and join the community of passionate sports fans.