Stephen Curry Ends Under Armour Partnership as Curry Brand Goes Independent
Stephen Curry has officially stepped away from Under Armour, ending a partnership that began in 2013 and helped turn the Golden State Warriors star into one of the most influential figures in basketball merchandising.
Curry launched his namesake Curry Brand under the Under Armour umbrella in 2020, later signing a 2023 extension that included the potential for a lifetime deal worth up to $1 billion. That deal is now over.
Under Armour CEO Kevin Plank said the split reflects a natural next chapter, calling it “the right moment to let what we created evolve on [Curry’s] terms.”
Curry Brand will now operate as an independent company, marking a new era for the two-time MVP’s business empire.
