Stephen Curry ends 12-year partnership with Under Armor, becoming sneaker free agent
After 12 years, Stephen Curry and Under Armor have mutually agreed to end their partnership, making Curry a shoeless agent after the end of this season.
Under Armor will release the Curry 13 in February 2026, then they will part ways. Curry has been with UA since 2013, when the company parted ways with him from Mike.
Announcement
Curry will retain sole ownership of the Curry brand (which was a subdivision of the Under Armor brand) and will seek a new retail partner.
“Under Armor 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 said in a statement announcing the split. “Curry Brand was created to change the game for the good, and over the past five years we have 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 getting stronger. I’m excited for a future focused on aggressive growth with a continued commitment to continue showing up for the next generation.”
“It has been an incredible privilege to work with Stephen, who as president of Curry Brand has been much more than an ambassador – he has become a thoughtful and strategic business leader,” said Kevin Plank, founder and CEO of Under Armour, in a statement. “Together with our teammates, he helped build something rare: a brand with credibility, community impact, and a product that performs at the highest level. For Under Armour, this moment is about discipline and focus on the UA brand during a critical phase of our turnaround. And for Stephen, it’s the right time to let what we’ve created evolve on its own terms. We will always be grateful for what he brought to the UA team.”
Curry’s signing with Under Armor was a huge win for the company. They’ve released a series of shoes over the years, then in 2020 they launched the Curry brand (think of it like the Jordan brand with Nike, a separate company under the umbrella of a larger company).
Now, that mark will be a free agent and will be in demand.