The shocking split immediately makes the Warriors superstar a sneaker free agent for the first time since 2013, marking a pivotal moment for both the player and the brand.

SAN FRANCISCO — An era has ended in the world of basketball footwear and apparel. Stephen Curry, the face of Under Armour Basketball for over a decade, is no longer with the brand. As first reported by Shams Charania of The Athletic, the Golden State Warriors superstar and Under Armour have mutually agreed to part ways, effectively ending their landmark 13-year partnership.

The decision, agreed upon on Thursday, sends shockwaves through the sports business landscape and immediately makes Curry one of the most coveted sneaker free agents on the planet.

A Partnership That Defined a Generation

Curry signed with Under Armour in 2013, a move that was seen as a gamble at the time. He was a promising but injury-prone guard, far from the two-time MVP and four-time champion he is today. The partnership, however, blossomed into one of the most successful in sports, helping to put Under Armour on the map in the competitive basketball market and providing Curry with a global platform.

The relationship evolved beyond a simple endorsement deal, culminating in the launch of “Curry Brand” in 2020—a sub-brand modeled after the iconic Jordan Brand, with the ambition of outliving Curry’s playing career and sponsoring future generations of athletes.

Strategic Shifts and Future Ambitions

 https://twitter.com/ShamsCharania/status/1989099915105153339

The official statements from both sides pointed to strategic evolution as the core reason for the split.

Under Armour CEO Kevin Plank framed the decision as one of focus for the company. “For Under Armour, this moment is about discipline and focus on the core UA brand during a critical stage of our turnaround,” Plank said. This suggests a corporate strategy to consolidate efforts around its main brand identity amid broader business challenges.

Curry, meanwhile, signaled an unwavering commitment to the mission of his own brand and a desire for aggressive, independent growth. “What Curry Brand stands for, what I stand for and my commitment to that mission will never change, it’s only growing stronger,” Curry stated. “I’m excited for a future that’s focused on aggressive growth with a continued commitment to keep showing up for the next generation.”

Plank confirmed this, noting the split “lets two strong teams do what they do best,” with Under Armour focusing on product innovation and Curry Brand gaining “the independence to determine its own future.”

What Comes Next for the Sneaker King?

The most immediate and tantalizing question is: what’s next for Stephen Curry? For the first time in over a decade, he is free to explore the market. He could choose to sign a monumental deal with a competitor like Nike—the brand he wore as a rookie—or even a rising force like New Balance. Another possibility is pursuing a more independent path for Curry Brand, potentially partnering with a manufacturer or retailer without a traditional exclusive endorsement contract.

This separation is more than a contract termination; it’s the end of a defining chapter for both parties. For Under Armour, it closes the book on the face of its basketball division. For Stephen Curry, it opens an exciting new world of possibilities as he continues to shape his legacy both on and off the court.