Stephen Curry, the future Hall of Fame star of the Golden State Warriors, is entering an equally thrilling period in his career. After months of speculation, it’s official—Stephen Curry is breaking up with his longtime partner Under Armour. This change is perhaps the most drastic we’ve witnessed in the sneaker industry. Whether good or bad—for him and the whole industry—it will be Curry’s biggest move yet. Curry has been the face Under Armour Basketball for more than a decade. His departure signals an incredible change, both for him personally and for the athletic/ sneaker brand.
Curry’s partnership with Under Armour began in 2013 when he signed a signature shoe and apparel deal that reportedly earned him $4 million annually. This deal put him at the center of Under Armour’s basketball plan. Instead of re-signing with Nike when presented with a contract extension offer—said to be worth $2.5 million a year without the promise of a signature line—his plan was to collaborate under the Under Armour umbrella.
As Curry embarks on this new chapter, he continues to showcase models from his own signature line during games, despite being what he calls a “sneaker free agent.” This term is on point to describe his current standing in the performance footwear game, especially considering that he’s no longer tied to Under Armour. Curry, though, has decided to build a new path sans the brand. He’ll own the rights to his trademark logos, which would allow him to pursue any future opportunities in the sneaker space.
In 2020, Curry had already established himself in business, launching the Curry Brand as a subsidiary of Under Armour that will now be owned outright by Curry. This is a clever strategic move on his part, as it will free him up to further establish his brand identity while pursuing alternative opportunities. Just as Roger Federer and Tiger Woods’ career arcs changed through their evolution, so has Curry’s career trajectory. In key transitions in their own careers, they too decided to take a new direction with their endorsements.
Curry said he was proud of what he’d done in his time with Under Armour.
“We all should be proud for what we were able to accomplish in taking a brand [into] a category that really wasn’t a thing before, to where we did. But, I am excited about the future.” – Stephen Curry
He is eternally grateful for the ride they had together. He looks forward to what lies ahead.
“I was blessed to have an unbelievable experience, and take a chance on something that meant a lot to me over the last 13 years. I’m extremely proud of myself, my team and everybody who was able to touch that business for that long.” – Stephen Curry
The move also comes at a critical moment for Under Armour. Moving forward when announcing the decision, company founder Kevin Plank did not downplay the need, during this time of transition, to hone in on the core brand.
“For Under Armour, this moment is about discipline and focus on the core UA brand during a critical stage of our turnaround.” – Kevin Plank
Plank celebrated both sides’ ability to cultivate this separation and pay a healthy amount of respect.
“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 brought to the UA team. This move lets two strong teams do what they do best.” – Kevin Plank
Curry is just getting started with his new freedom in the sneaker world. He’s looking forward to all the new collaborations and possibilities that are in store! He’s been clear that he wants to pursue any appropriate opportunities but stay rooted in his brand that’s closely tied to his lease.
“That’s why I put those back on and why I designed the kicks I have for as long as I have. But yeah, I’m gonna have some fun with this. In terms of being open to whatever opportunity is the right fit, I’m gonna try everything out.” – Stephen Curry
That all changed when Curry decided to part ways with Under Armour. This unexpected alteration has led many people to wonder where he’ll land next in terms of footwear endorsement deals. He repeated that he wants to be measured under those distinctions as he continues to climb into this brave new world.
In May 2013, Curry famously wore a player-exclusive pair of Nike Hyperfuses during a game, which featured his personal message “I Can Do All Things…” inked near the toe box. This moment turned out to be the most powerful point in his career. It highlighted his genuine love for sneakers, more than just one label.
“I love my own shoes when I’m out there hooping.” – Stephen Curry
When it comes to looking ahead for new opportunities, Curry definitely leaves the door open to wearing more brands or styles on-court in the future.
“I know it’s weird to see me in something outside my own shoes.” – Stephen Curry
His method exemplifies his open-minded, artistic spirit as he continues to venture down new paths within the sneaker game. Along the way, he remains in touch with who he is as a player and brand ambassador.
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