Steph Curry and Under Armour Split After 13-Year Partnership: What Comes Next?

By Trendy News — November 20, 2025

After more than a decade together, Stephen Curry and Under Armour will go their separate ways, marking a major shift in sportswear and athlete-branding. :contentReference[oaicite:2]{index=2}

In a surprising development within sportswear and athlete-brand partnerships, Stephen Curry and Under Armour have mutually announced the end of their 13-year collaboration. The split, which dates back to Curry joining Under Armour in 2013, sets the stage for a new chapter for both the Golden State Warriors star and the Baltimore-based company. :contentReference[oaicite:3]{index=3}

Why the split happened

The announcement comes at a time when Under Armour is undergoing a major restructuring, aiming to refocus on its core brand and streamline its operations. CEO Kevin Plank described the decision as part of a “discipline and focus” effort during a critical turnaround. :contentReference[oaicite:5]{index=5}

From Curry’s perspective, he will take full control of his personal “Curry Brand,” which was launched in 2020 under the Under Armour umbrella, allowing him to steer its future independently. :contentReference[oaicite:6]{index=6}

What both sides will do next

• Final releases: Under-Armour will release the “Curry 13” line in February 2026 as the final collaborative sneaker drop, with apparel and colorways continuing through October. :contentReference[oaicite:7]{index=7}
• Curry Brand independence: Post-2026, Curry Brand will operate independently and explore new partnerships, investments or distribution models. :contentReference[oaicite:8]{index=8}
• Under Armour’s strategy: With the separation factored into its restructuring, the company expects its basketball division’s revenue to land between $100 million and $120 million in the next fiscal year, according to internal estimates. :contentReference[oaicite:9]{index=9}

Why it matters for the sneaker and athlete branding world

Such high-profile splits are rare. Curry was one of the most consistent athlete-brand collaborators in the basketball world, and his departure signals several key implications:

• Brand independence is rising: Top athletes increasingly view their personal brands as businesses in their own right—not just endorsement deals.
• Signal of change for Under Armour: The company is repositioning amid market challenges—moving away from relying on star-driven branding alone. :contentReference[oaicite:10]{index=10}
• Opportunity for global sneaker giants: With Curry now in “sneaker free agency,” companies like Nike, Adidas or even emerging brands could compete for one of the most recognizable athlete-brands in the world. :contentReference[oaicite:11]{index=11}

Watch-points for fans and industry observers

Key questions over the next 12-18 months include:

• Will Curry ink a new major-brand partnership, or build Curry Brand entirely independently?
• How will Under Armour replace Curry’s role as a face of basketball in their marketing?
• What will the final sales of the Curry 13 and associated apparel look like during the transition year?
• How will young athletes affiliated with Curry Brand perform and what deals will they carry forward into the independent era?

Bottom line: The separation of Stephen Curry and Under Armour marks the end of an era and the beginning of two distinct futures. For Curry, it’s liberation — the chance to grow his brand on his own terms. For Under Armour, it’s a strategic reset. In a world where athlete branding and footwear culture matter as much as the court, this move could set a precedent for the next generation.

This article is an original narrative based on publicly reported information as of November 20, 2025. All references are drawn from press releases and industry reports. :contentReference[oaicite:12]{index=12}