Why did Stephen Curry leave Under Armour?

[ASFN Admin]

Golden State Warriors superstar Stephen Curry will become a sneaker free agent as he and the sportswear company have officially parted ways.

Curry left Nike after the first four years of his professional career to sign with Under Armour in August 2013 and immediately became the face of their footwear line. His original contract was for an annual deal for approximately $4 million, per Rolling Stone, and later extended to $20 million annually.

The company launched a new subsidiary, Curry Brand, in partnership with the four-time NBA champion in November 2020. Then, by 2022, he signed a lifetime deal with Under Armour reportedly worth more $1 billion. But within three years, their partnership had fallen apart.

Golden State Warriors star Stephen Curry and Under Armour have parted ways, ending their longstanding partnership. Curry's standalone endeavor Curry Brand will move forward independently.

— Shams Charania (@ShamsCharania) November 13, 2025

Here is more about the timing of the announcement (via CNBC):

"Under Armour’s split with Curry was announced alongside an expansion of the company’s restructuring plan. The company now expects it to cost $255 million, $95 million more than it previously said, including the separation of the Curry brand, additional contract terminations, impairment charges and severance costs.

Under Armour’s basketball business, including the Curry brand, is expected to bring in between $100 million and $120 million in revenue during the current fiscal year, which will end early next year, the company said in a news release. The separation is not expected to have a “significant effect” on Under Armour’s financial results or profitability, it said."

While the Curry Brand is expected to continue independently, and while Under Armour still owned Curry's "Splash" logo, he will reportedly gain the ownership rights.

Even though his partnership will not end until the end of 2026, including the release of the Curry 13 in February, the two-time MVP will have "freedom to wear other brands" and pursue new deals. Meanwhile, the brand will "develop new UA Basketball products" without their longtime pitchman.

De'Aaron Fox is the most notable NBA athlete still with Under Armour while WNBA star Kelsey Plum is now the most recognizable basketball athlete endorser for the brand. Joel Embiid left Under Armour for Skechers in 2024.

This article originally appeared on For The Win: Why did Stephen Curry leave Under Armour?

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