Why did Steph Curry leave Under Armour?

Steph Curry departed Under Armour to focus on growing his own Curry Brand, reportedly due to frustrations over failing to sign key athletes like Caitlin Clark and Azzi Fudd.

Who is Azzi Fudd and why is she important to Steph Curry?

Azzi Fudd is a basketball player signed to the Curry Brand. Steph Curry viewed her as a crucial cornerstone athlete for his brand and pushed for her recruitment.

Did Steph Curry try to sign Sabrina Ionescu?

Yes, Steph Curry attempted to recruit Sabrina Ionescu to the Curry Brand when she was coming out of college, but she ultimately signed a deal with Nike.

Home / Sports / Curry's Sneaker Splits: Clark & Fudd Snubs Ignite Exit

Curry's Sneaker Splits: Clark & Fudd Snubs Ignite Exit

4 Dec, 2025

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Summary

Steph Curry left Under Armour after 13 years to focus on his own brand.
Failed attempts to sign Caitlin Clark and Azzi Fudd frustrated Curry.
Curry has pursued other stars like Sabrina Ionescu for his brand.

Curry's Sneaker Splits: Clark & Fudd Snubs Ignite Exit

Steph Curry's long-standing 13-year association with Under Armour concluded in November, signaling a significant shift as the basketball icon redirects his energy towards developing the Curry Brand. This separation was reportedly driven by unmet expectations regarding athlete recruitment.

Sources suggest that Curry's frustration stemmed from the Curry Brand's unsuccessful attempts to secure high-profile talent. Notably, the brand failed to outbid Nike for WNBA phenom Caitlin Clark and also missed the opportunity to sign Azzi Fudd, whom Curry had envisioned as a cornerstone for his own label.

Following these setbacks, Curry has actively pursued other prominent athletes. He revealed an earlier effort to recruit Sabrina Ionescu to the Curry Brand, though her existing endorsement deal with Nike, including signature shoe lines, presents a significant challenge. These recruitment challenges appear to have been a major catalyst for Curry's strategic move away from Under Armour.