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Curry Breaks Free: NBA Star Ends 13-Year Partnership with Under Armour
15 Nov, 2025
Summary
- Curry and Under Armour mutually agree to end 13-year partnership
- Curry Brand to operate independently, allowing new ventures
- Separation marks significant shift for both Curry and Under Armour
On November 15, 2025, NBA superstar Stephen Curry and sportswear company Under Armour announced that they have mutually agreed to end their 13-year partnership. The split will see Curry Brand, the star's signature line, operate independently, allowing Curry to pursue new business opportunities.
This separation marks a significant shift for both Curry and Under Armour. Curry, who has been with the brand since 2013, will now have the freedom to explore other retail partnerships and expand his brand's reach. Meanwhile, Under Armour stated that the move is part of a "disciplined focus" on its core brand as it navigates a critical stage in its turnaround.
The decision comes after the release of Curry's 13th and final signature shoe under the Under Armour label. Going forward, Curry will take the "Curry Brand" with him as a standalone business venture, capitalizing on his immense popularity and influence in the basketball world.
