Stephen Curry, Under Armour to End 12-Year Footwear Partnership
stephen-curry-under-armour-split
Golden State Warriors guard Stephen Curry and athletic-wear company Under Armour will dissolve their long-running endorsement agreement, the two sides confirmed on Thursday, Nov. 13, 2025.
Curry’s personal imprint, Curry Brand, will continue to operate on its own. Although Under Armour is scheduled to release Curry-branded shoes through 2026, the four-time NBA champion now enters “sneaker free agency,” giving him the option to test the marketplace for new sponsorships.
The partnership began in 2013, when Curry left Nike to sign with Under Armour, several seasons before he captured two league MVP awards and expanded into a global marketing figure.
“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,” Curry said in the joint announcement. “I’ll always be grateful for that.”
Sources told ESPN’s Shams Charania that Curry is expected to have the freedom to wear competing brands over the next year while evaluating new endorsement opportunities.
“What Curry Brand stands for, what I stand for and my commitment to that mission will never change,” he added. “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.”
Source: ESPN
