Stephen Curry Ends Long Partnership with Under Armour

Stephen Curry and Under Armour have officially ended their long-standing partnership, which began in 2013. This split marks a significant moment in both Curry's career and Under Armour's brand strategy.

The report from Outkick states that the partnership helped elevate both parties, particularly during Curry's rise to prominence with the Golden State Warriors. Under Armour's CEO Kevin Plank acknowledged Curry's role not just as an ambassador but as a strategic business leader, highlighting the brand's evolution under his influence.

Curry, who is now a free agent in the sportswear market, leaves behind a legacy that includes a lucrative endorsement deal, reportedly worth $75 million, and the ownership of the Curry Brand, which remains a sub-label under Under Armour.

Interestingly, while the partnership is ending, the Curry 13 sneaker is still set to release next year, indicating that both parties will maintain some level of collaboration even post-split. Speculation is already rising about Curry's next move, with many fans wondering if he might reunite with Nike, his former partner during the initial years of his career.

Curry's performance remains elite as he continues to impress in his 17th NBA season, averaging 27.1 points per game and holding the record for the most three-pointers in NBA history. The implications of this split could reshape the sneaker market, especially if Curry aligns with a brand like Nike, which is known for its dominance in the basketball apparel space.

The future of Under Armour's strategy and Curry's next chapter will be closely watched by fans and analysts alike, as both navigate this pivotal transition. As stated in the report, the split signals a focus on discipline for Under Armour, possibly moving away from marquee NBA players, while Curry's next endorsement decision will reaffirm his lasting impact on and off the court.