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Steph Curry, Under Armour go separate ways after 13-year partnership
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- Steph Curry, Under Armour go separate ways after 13-year partnership
Steph Curry
Steph Curry and Under Armour are no more.
The Warriors star and company announced plans to separate Curry Brand from Under Armour, ending a 13-year 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'll always be grateful for that." Curry said in a statement. "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.
NBA star Stephen Curry offers coaching sessions for young players during his 2025 Curry Brand China Tour at the Chongqing International Expo Center on August 20, 2025 in Chongqing, China. VCG via Getty Images
"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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Under the agreement, UA will still release Curry Brand 13 in February 2026, which will be the last shoe of the partnership.
"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," UA CEO Kevin Plank said in a statement.
"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."
A detailed view of the Under Armour logo on the goal post prior to the game the Houston Roughnecks and the Birmingham Stallions at TDECU Stadium on April 19, 2025 in Houston, Texas. Getty Images
In 2013, Curry left Nike to join Under Armour, which was a much smaller player in the basketball shoe realm at the time.
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Seven years later, the 11-time All-Star launched "Curry Brand" with his longtime retail partner.
Before making the switch, Nike infamously denied giving Curry a signature shoe , prompting him to jump from the biggest apparel companies in the world to the much smaller Under Armour.
