Curry’s signature line helped boost Under Armour’s presence in the basketball world, but now stands alone. The move comes after Under Armour chose to refocus on its core business amid market pressures. But what shocks many is that Curry just dropped a season-high 46 points in his most recent game, showing that even at 37 years old, he’s still at the peak of his career. This raises questions on whether Under Armour perhaps acted too quickly in parting ways.
The NBA world and sneaker enthusiasts are now left wondering what the next chapter holds for the four-time NBA champion and the company that elevated him to global success.
Under Armour Refocuses as Curry Goes Solo: What the Split Means
The Face of Under Armour
Curry joined Under Armour in 2013 after starting his career as a Nike athlete in 2009. Frustrated by Nike’s reluctance to deny him a signature shoe and a lower than expected deal, Curry made the switch, a move that would forever change the trajectory of both the company and the Warriors superstar. At the time, Under Armour wasn’t popular in the NBA. But Curry’s influence and on court success, especially in the mid-2010s, helped elevate the brand in the basketball world and take it to new heights.
In March 2023, Curry signed a long-term contract with Under Armour that was planned to extend far beyond his playing career, cementing his legacy even further with the company. But now, just a few years later, that future has taken an unexpected turn.
Curry himself reflected on the partnership saying: “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.”
He added: “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.”
Oct 14, 2025; Portland, Oregon, USA; Golden State Warriors guard Stephen Curry (30) wears shoes with a hand written inscription “I can do all things…” during the first half in a game against the Portland Trail Blazers at Moda Center. Mandatory Credit: Troy Wayrynen-Imagn Images
Curry Brand Goes Independent
Starting February 2026, the Curry Brand is officially independent. According to Shams Charania: “Curry’s shoes through Under Armour will continue as planned through 2026, but he and his company Curry Brand are entering sneaker free agency.”
This means Curry now has full control over his brand. He gets to decide on his next sneaker endeavour and creative direction. But, for Under Armour, it marks the end of a significant chapter in its basketball business, as the company now refocuses on its core strategy, developing its own products rather than following an athlete-led campaign.
But how this split will shape other NBA players collaborating with Under Armour, such as De’Aaron Fox, Davion Mitchell, and even Steph’s brother, Seth Curry, will definitely be something to watch moving forward.
What to Watch
With the door being open for new collaborations and partnerships, speculation is already swirling on social media about where the 11-time NBA All-Star might land next. Could we see him partner up with Nike again, or even explore opportunities with Jordan Brand or Adidas? While we don’t yet have those answers, all eyes will be on how well the Curry Brand debuts as an independent company.
Sneaker enthusiasts will now gear up for the Curry 13s, the final Curry Brand shoe released through Under Armour. The shoes mark the end of an era in one of the most influential brand partnerships, not just in the NBA, but in sports culture as a whole.
Rakin Harrasy is a Golden State Warriors writer for LWOS, specialising in player development, tactical breakdowns, previews, listicles, and covering team trades and news.
Rakin has years of sports writing experience, contributing to PA Media for Sky Sports and BBC Sport covering Soccer, and reporting on Wasserman Boxing’s Misfits events.
He is also the founder of Titanium Sports Media, creating social media content across multiple platforms, covering basketball and a variety of other sports and has accumulated over 5 million views.
He graduated in 2025, with a first-class degree in Sports Journalism from the University of Derby.
