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Steph Curry to follow in Michael Jordan's footsteps with Under Armour split
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- Steph Curry to follow in Michael Jordan's footsteps with Under Armour split
One of the most influential and successful athlete-brand relationships in sports has come to an end.
Shams Charania reported that Stephen Curry and Under Armour have parted ways after the Golden State Warriors superstar became synonymous with the Baltimore, Maryland-based brand. The announcement marks a split between Curry Brand and its parent company.
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Under Armour, Curry issue statements
Under Armour CEO Kevin Plank and Curry have issued statements after the shocking development.
"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'll always be grateful for what he's brought to the UA team," Plank said.
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"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 five 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 said.
Under Armour will release the Warriors superstar's final signature shoe, Curry 13, in February 2026. Additional colorways and apparel will be available through October 2026.
Curry and Under Armour
Curry signed with Under Armour in 2013, following a historic blunder by Nike during a meeting led by Nico Harrison .
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The partnership took off with Curry's rise to superstardom.
Two years later, when the Warriors guard won his first MVP trophy, he debuted his first signature shoe, Curry 1. Since then, their partnership has become one of the most recognized in the sports world.
Curry Brand launched in 2020, a concept similar to Nike's Jordan Brand. Three years later, Curry signed an extension with Under Armour that should've extended beyond his playing days in the NBA. Although the terms of the contract were never disclosed, it was speculated to be one of the most lucrative deals in sports.
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This story was originally reported by Basketball Network on Nov 13, 2025, where it first appeared in the Latest News section. Add Basketball Network as a Preferred Source by clicking here.
