Golden State Warriors guard Stephen Curry is set to part ways with Under Armour, ending a long-standing partnership with the athletic apparel and footwear company. According to sources familiar with the situation, Curry is expected to gain the freedom to wear different brands over the next year and may begin exploring new endorsement opportunities.
Curry first signed with Under Armour in 2013 after previously being endorsed by Nike. The partnership became a cornerstone of both Curry’s personal brand and Under Armour’s marketing efforts, with the launch of multiple signature sneakers bearing his name. The relationship between the two has been notable for its longevity and the level of influence Curry had on the design and direction of the products.
Over the course of the partnership, Curry helped transform Under Armour into a prominent player in the basketball apparel market. His signature shoe line became one of the company’s most successful offerings, particularly during the height of the Warriors’ championship runs. The collaboration expanded beyond footwear as well, including the establishment of the Curry Brand, a subsidiary under the Under Armour umbrella, which aimed to support youth sports programs and focus on community initiatives.
However, sources now indicate that Curry is planning the next phase of his branding and marketing efforts, which will involve seeking new partnerships. In the interim, he is expected to have the flexibility to wear various brands, a move that could signal potential interest from other major athletic wear companies.
Neither Curry nor Under Armour has publicly commented on the specific reasons for the decision or the terms of the transition. It is also unclear what will happen with the existing Curry Brand and its associated programs. Curry remains one of the most influential athletes in the NBA and across global sports, and his next move in the apparel space is expected to draw considerable attention.
As Curry continues his playing career, his decisions off the court—particularly in branding and endorsements—continue to shape his broader legacy in sports and business.
