Stephen Curry and Under Armour Part Ways After 12-Year Partnership
The basketball world was rocked when Stephen Curry and Under Armour (UA) announced the end of their 12-year partnership. The two have agreed to let the Curry Brand operate as an independent entity, giving Curry full control over his brand and allowing it to compete more autonomously in the global sportswear market.
The Curry Brand, known for its impact on youth sports, will continue its mission while exploring new partnerships. This split marks the end of a collaboration that fundamentally reshaped basketball footwear and brought success to both parties.
Curry Takes Control of His Namesake Brand
As the four-time NBA champion and two-time MVP, Curry has become a household name in the world of basketball. With this new agreement, he will have full operational control over the Curry Brand, giving him the autonomy and agility needed to compete with global sportswear giants.
The move is seen as a strategic decision to elevate the Curry Brand and allow it to stand on its own in the highly competitive market.
An Amicable Split with a Licensing Agreement
While the split may come as a surprise to many, sources say that it is amicable and includes a licensing agreement that will allow UA to continue producing and distributing Curry Brand apparel for a limited time.
Kevin Plank, founder and CEO of Under Armour, expressed his gratitude for working with Curry and praised him for being a thoughtful and strategic business leader. He also emphasized the importance of focusing on the core UA brand during a critical stage of their turnaround.
Curry also shared his appreciation for UA, stating that they believed in him early in his career and gave him the space to build something bigger and more impactful than just a shoe. He also reaffirmed his commitment to the Curry Brand’s mission of changing the game for good and expressed excitement for its future growth.
The Evolution of the Curry Brand
During their partnership, the Curry Brand became Under Armour’s most significant basketball division, producing ten signature shoe models and expanding into apparel and golf. Its establishment as a semi-autonomous division in 2020 was a precursor to this final separation.
With Curry now at the helm, the brand is expected to continue its commitment to community impact through youth sports initiatives while also focusing on aggressive growth. The split marks the beginning of a new chapter for the Curry Brand, one that is sure to make waves in the sportswear industry.
