Stephen Curry and Under Armour: A New Chapter Begins as 13-Year Partnership Ends

Stephen Curry and Under Armour have officially parted ways after a remarkable 13-year collaboration. This significant development comes amid Under Armour's strategic restructuring efforts to rejuvenate its sales and overall performance in the market.

The Final Sneaker: Curry 13

The End of an Era

Stephen Curry, the renowned NBA star of the Golden State Warriors, and the prominent sportswear giant, Under Armour, jointly announced the amicable conclusion of their long-standing partnership. This decision marks a pivotal moment for both entities as they embark on new journeys independently.

A New Beginning

Redefining Strategies

Under Armour remains committed to unveiling the highly anticipated Curry 13 shoes in February, signaling the culmination of their collaborative sneaker line. This final release symbolizes the end of an era while paving the way for fresh opportunities and innovative ventures.

Stephen Curry and Under Armour have concluded their 13-year partnership.

The separation between Stephen Curry and Under Armour aligns with the retailer's strategic realignment to enhance its core brand identity amidst a crucial phase of transformation. This shift allows Curry's legacy to evolve autonomously, reflecting his vision and aspirations.

The Road Ahead

Exploring New Horizons

Insiders suggest that the Curry brand is now poised to seek fresh collaborations and investments, fostering innovation and growth opportunities in the dynamic sportswear industry landscape.

Stephen Curry sporting his exclusive sneaker collaboration with Under Armour.

Under Armour has encountered challenges such as dwindling sales, executive transitions, and a comprehensive restructuring plan entailing substantial costs, including those associated with parting ways with the Curry brand.

Despite the expected revenue contribution of approximately $100 million from the Curry collaboration in the current fiscal year, Under Armour foresees minimal impact on its overall profitability following the separation.

Market analysts view Under Armour's CEO Kevin Plank's decision to refocus on core strategies post-Curry partnership as a positive step towards revitalizing the brand. The move is seen as a strategic realignment to drive future growth and innovation.

As Under Armour's stock witnessed a minor decline of 2% post-announcement, industry experts anticipate a potential turnaround given the company's renewed emphasis on core business fundamentals and market positioning.

Stephen Curry's journey with Under Armour commenced in 2013, highlighting his choice of the 'underdog' brand over industry giants like Nike for their collaborative sneaker ventures. The subsequent launch of the Curry Brand in 2020 and the subsequent long-term extension underscored Curry's significant role within the Under Armour ecosystem.

Curry's pivotal role as the brand's president, coupled with his notable accolades and achievements, exemplifies the mutually beneficial partnership between him and Under Armour over the years, setting new benchmarks in the realm of sports endorsements and collaborations.

As a reader, you now have a glimpse into the intriguing world of sports collaborations and brand partnerships. Stay tuned for more exciting updates and industry insights as we explore the dynamic landscape of sportswear innovation and athletic endorsements together!

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By: katherineli@insider.com (Katherine Li,Aditi Bharade)
Title: Stephen Curry and Under Armour: A New Chapter Begins as 13-Year Partnership Ends
Sourced From: www.businessinsider.com/stephen-curry-and-under-armour-end-13-year-partnership-2025-11
Published Date: Fri, 14 Nov 2025 01:54:11 +0000