A lifetime deal is supposed to last, well, a lifetime. For Stephen Curry and the Golden State Warriors, this is a pivotal season with a sense of urgency to make one final championship run. However, some of the biggest news has occurred off the court, as Curry’s historic, once-celebrated partnership with Under Armour is coming to a surprising end.
With the face of the brand suddenly becoming a sneaker free agent, Curry recently opened up about why one of the most successful collaborations in sports history is being unwound.
What Did Stephen Curry Say About Ending the Under Armour Partnership?
While speaking to the media, Curry reflected on the conclusion of his 13-year partnership with Under Armour, explaining it was a mutual decision. “Just in the best interests of both parties. The sneaker industry is difficult,” Curry said. “Things change over time, to the point of you give your best effort to create something sustainable, and you know a little disappointing how it turned out.” He also added, “I think it’s the right thing for everybody.”
Steph on why his partnership ended with Under Armour:
“Just in the best interest of both parties… The sneaker industry is difficult.”
(Via @warriors) pic.twitter.com/LvSGAmMOL5
— Bleacher Report (@BleacherReport) November 15, 2025
The deal will officially end next February, and until then, Under Armour will continue to market and distribute its products, including the upcoming Curry 13 shoe release. However, this move effectively makes Curry a shoe-free agent, giving him the freedom to wear other brands and begin pursuing new deals immediately.
Furthermore, the split directly impacts Curry’s stand-alone brand, which is now fully independent from Under Armour. As part of the separation, Curry will also gain complete ownership of his famous “splash” logo, a key asset as he negotiates his next chapter.
This development is a shock to the sneaker world, particularly since the initial partnership was so successful that it led to a lifetime extension in 2022, a deal reportedly worth more than $1 billion. During his time as the face of the brand, Curry earned an estimated $20 million per year.
For its part, Under Armour framed the decision as the right time for both parties to explore new opportunities, noting that the company is currently undergoing a restructuring effort. The brand also stated that it does not expect the split to harm its profitability moving forward. This marks the second time a former NBA MVP has left Under Armour in the past two years, following Philadelphia 76ers star Joel Embiid’s signing with Skechers last year.
MORE: Warriors Star Stephen Curry Dons Nike Shoes After Cutting Ties With Under Armour
Now, all eyes are on Curry’s next move, and speculation is already building that he could reunite with Nike. The company has reportedly already contacted Curry’s team to arrange a potential meeting. Adding fuel to the fire, Curry was recently photographed wearing a pair of Nike Kobe 6 Protros during warmups before the Warriors’ 109-108 victory over the San Antonio Spurs.
A potential deal with Nike would offer the company a chance to make amends for its infamous mistakes during a 2013 pitch meeting that originally caused Curry to leave for Under Armour. Regardless of where he lands, Curry’s next business decision has quickly become one of the NBA’s most intriguing off-court storylines.
