Warriors Star Stephen Curry and Under Armour Have Parted Ways—His Official Statement
The end of an era. This situation is something probably sneakerheads and sports fans didn’t see coming. For over a decade Curry and Under Armour had gone together like peas and carrots; but now the union is over. Golden State Warriors star Stephen Curry and Under Armour have officially parted ways.
ESPN’s senior NBA insider, Shams Charania, reports, “Golden State Warriors star Stephen Curry and Under Armour have parted ways, ending their longstanding partnership. Curry’s standalone endeavor Curry Brand will move forward independently. Curry’s shoes through Under Armour will continue as planned through 2026, but he and his company Curry Brand are entering sneaker free agency.”
Steph Curry also released a statement about this development. Regarding Under Armour Curry mentions,
“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. 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.”
Kevin Plank, Founder and CEO of Under Armour added,
“It’s been an incredible privilege to work with Stephen, who as President of Curry Brand has been much more than an ambassador – he’s become a thoughtful and strategic business leader. Together with our teammates, he helped build something rare: a brand with credibility, community impact, and product that performs at the highest level. For Under Armour, this moment is about discipline and focus on the core UA brand during a critical stage of our turnaround. And for Stephen, it’s the right moment to let what we created evolve on his terms. We’ll always be grateful for what he’s brought to the UA team.”
Warriors Star Stephen Curry and Under Armour Have Parted Ways—His Official Statement
For some 13 years Under Armour and Steph Curry worked together. In 2023, Under Armour named him the President of Curry Brand and gave him $75M worth of stock. However, Curry Brand will continue independently.
As UA’s Kevin Plank pointed out, UA’s breakup with Steph Curry comes at a difficult point for the brand. The company has seen a revolving door replacing 3 CEO’s in the last 4 years. Shares have fallen about 40% this year and sales have fallen for UA for 8 straight quarters.
Kevin Plank’s ending statement said it best, “This move lets two strong teams do what they do best. Under Armour is focused on product innovation and performance for athletes at every level. Curry Brand gets the independence to determine its own future. That’s good for Stephen and good for UA.”
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