In a significant move that marks the end of an era, four-time NBA champion Stephen Curry and sportswear giant Under Armour have mutually agreed to conclude their long-standing 12-year partnership. The separation was confirmed on November 15, 2025.
End of a Landmark Deal
The professional relationship between Curry and Under Armour began back in 2013, after the player spent his first four seasons with Nike. This partnership spanned over a decade, becoming one of the most recognizable in sports. A key detail of the separation is that Stephen Curry will retain sole ownership of the Curry Brand, the impactful legacy born from this collaboration.
Reflecting on the journey, Curry expressed his gratitude. "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. I’ll always be grateful for that," the basketball superstar stated.
A Stellar On-Court Response
Demonstrating his unparalleled focus, Stephen Curry delivered a breathtaking performance just one day after the partnership dissolution was announced. On the court, he exploded for 49 points, sinking an impressive nine three-pointers to lead the Golden State Warriors to a nail-biting 109-108 victory over the San Antonio Spurs in an NBA Cup game.
His dominant showing overshadowed a strong effort from the Spurs' rookie sensation, Victor Wembanyama, who posted 26 points, 12 rebounds, four assists, and three blocks in his 38 minutes of playing time.
What Comes Next for the Curry Brand?
The conclusion of the Under Armour chapter opens a new frontier for Stephen Curry. With full control of the Curry Brand, the future holds immense possibilities for new collaborations and directions. This move is set to send ripples through the sports business world, as one of basketball's biggest stars becomes a free agent in the sportswear market, poised to write the next chapter of his legacy both on and off the court.
