Stephen Curry Enters Sneaker Free Agency Ending Partnership with Under Armour

Of course we’re talking about none other than NBA superstar Stephen Curry officially and finally terminating his entrenched endorsement deal with performance brand Under Armour. During our ten-year, 2013-2023 collaboration. This move comes as Curry prepares to explore new opportunities in sneaker collaborations, giving him the freedom to wear other brands over the next year. Even with this change, Curry’s footwear will still be releasing as such through Under Armour as on-schedule until 2026.

Curry’s permanent departure is a lost moment for his career. He goes from a company that had faith in him long before he was an NBA MVP and international superstar. With Under Armour, Curry was able to develop his own, self-contained brand within the Under Armour umbrella, dubbed Curry Brand. Now, it’ll run on its own accord. While the scale may be different, he said, the soul of what Curry Brand stands for won’t change.

Curry’s choice to leave Under Armour opens the door for him to become what he calls the first player to enter “sneaker free agency”. This new phase will allow him to focus on new and exciting partnership deals that continue to connect with his vision, values and aspirations. He has a storied past with Nike, where he worked prior to departing in 2013. The way that experience shapes his future choices is even more tantalizing.

In the news release, Curry thanked Under Armour for their support over the years.

“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,” – Stephen Curry

As Curry continues to break new ground with new partnerships, the sneaker and basketball worlds are paying attention. His impact is felt much further beyond the court, but this shrewd move might change how history remembers him as a revolutionary in the sneaker game.

“What Curry Brand stands for, what I stand for and my commitment to that mission will never change,” – Stephen Curry

As Curry forges ahead into new partnerships, the basketball community watches closely. His influence extends far beyond the court, and this strategic shift could redefine his legacy in the sneaker industry.