Golden State Warriors superstar guard Stephen Curry has parted ways with Under Armour.
ESPN’s Shams Charania shared the news via X.
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Curry and Under Armour mutually agreed to part ways, ending their 13-year partnership effective immediately.
The two sides agreed on Thursday.
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Under Armour CEO Kevin Plank had this to say in a statement.
“For Under Armour, this moment is about discipline and focus on the core UA brand during a critical stage of our turnaround,” Plank said. “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’s brought to the UA team.”
Curry had this to say in a statement.
“What Curry Brand stands for, what I stand for and my commitment to that mission will never change, it’s only growing stronger,” Curry said. “I’m excited for a future that’s focused on aggressive growth with a continued commitment to keep showing up for the next generation.”
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This makes Curry a sneaker-free agent for the first time since 2013. He is free to find another retail partner if he so chooses.
The split is stunning, especially considering how long their partnership had been in place. Curry signed with Under Armour well before he became the superstar who helped reshape the modern game, which makes the sudden separation even more unexpected.
Earlier in the year, Curry shared how he hoped his brand with the company would outlive his playing career and become a brand for other athletes –– similar to Jordan Brand.
Now, the two sides will move on from each other. Plank shared how he hopes to continue to develop new UA Basketball products even after Curry’s departure.
“This move lets two strong teams do what they do best,” Plank said. “Under Armour is focused on product innovation and performance for athletes at every level. Curry Brand gets the independence to determine its own future. That’s good for Stephen and good for UA.”
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