Stephen Curry is one of the greatest players of his generation, and his success has extended far beyond the basketball court into the sneaker world. But after 12 years with Under Armour, the four-time NBA champion has mutually agreed to part ways with the company.
Despite the split, Curry will remain chairman of the Curry Brand, the signature line that operates under the Under Armour umbrella. However, a recent revelation shows that Under Armour still owns the Curry Brand logo, adding a surprising twist to the breakup.
The Surprising Twist Behind Stephen Curry’s Split With Under Armour
Steph Curry first teamed up with Under Armour in late 2013, and his debut signature sneaker arrived in 2015. Over the next decade, the partnership produced 12 signature models and, in 2020, expanded into a full-fledged sub-brand with the launch of Curry Brand; Under Armour’s answer to Nike’s Jordan Brand.
In March 2023, the relationship appeared stronger than ever. Curry and Under Armour announced a new long-term agreement that included 8.8 million shares of company stock, valued at around $75 million at the time, along with additional incentives. The deal was widely viewed as a stepping-stone toward a potential lifetime partnership.
However, on Nov. 13, 2025, the two sides announced that they had mutually decided to part ways.
The timing coincided with a difficult financial stretch for Under Armour. The company’s stock has declined by approximately 40% over the year, and its basketball division, including the Curry Brand, is projected to generate between $100 million and $120 million in revenue for the fiscal year.
As part of the split, Curry Brand will transition into an independent entity. The Curry 13, scheduled for release in February 2026, will serve as the final sneaker produced in collaboration with Under Armour.
A report from Sole Retriever added an unexpected wrinkle: Under Armour still retains ownership of Curry’s signature logo, which also serves as the official Curry Brand emblem. The brand may also control Curry’s existing footwear catalog, a situation reminiscent of Kobe Bryant’s early adidas line, which was later reissued under different branding. However, that part has not been confirmed.
Curry released a statement thanking Under Armour for their long partnership and reaffirming his commitment to the mission behind Curry Brand.
“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,” he said. “I’ll 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’s departure marks the end of one of the most successful modern athlete–brand partnerships, but it also signals a new chapter. As Curry Brand moves forward independently, the biggest questions revolve around how it will evolve without Under Armour’s infrastructure and how Under Armour will navigate an increasingly competitive basketball market without its most influential figure.
