Steph Curry Parting Ways With Under Armour

Steph Curry and Under Armour have parted ways in an official split, bringing to an end a relationship that would slowly become one of the most impactful sneaker runs of recent memory. Announced today, Curry Brand will now operate as a fully independent company. Under Armour will still deliver the Curry 13 and a round of apparel through October 2026, but after that, it’s all Curry Brand steering its own ship.

Curry kept the message classy. He thanked UA for betting on him early and helping him build “something bigger than a shoe,” a line that honestly sums up how his brand has functioned over the last five years. Curry Brand has poured real energy into kids, communities, and the sport itself — and he made it clear that mission isn’t changing one bit.

He also suggested this is only the beginning. “I’m just fired up for the next chapter,” Steph said. “The next generation is the focus of my brand, so I’m going to continue to double down on that.”

And while the split naturally raises questions, here’s the part worth noting: Curry isn’t expected to jump to another giant like Nike or adidas. The most likely path is that Curry Brand stays fully independent, which gives him total creative control but also puts real pressure on manufacturing and distribution.

Under Armour framed the move as part of a broader company reset, signaling big changes coming on their side too. Still, the legacy of the Curry line remains strong — and with the brand signing De’Aaron Fox not long ago, this shift feels more like a new chapter than a goodbye.

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