Stephen Curry‘s decision to end his long partnership with Under Armour landed like a jolt across the sneaker industry, signaling the beginning of a new chapter rather than the closure of an old one.
The Golden State Warriors star confirmed that his split from the company was a mutual step forward, a deliberate realignment that positions both sides for a different kind of future.
As he explained, the separation marks the point where his personal brand can expand on its own terms.
Curry expressed gratitude for the collaboration while also emphasizing the next phase of his business vision.
“Under Armour believed in me early in my career and gave me the space to build something much bigger and more impactful than a shoe. I’ll always be grateful for that,” he said in the company’s official press release.
He went on to explain: “This is just in the best interest of both parties … I’m going to have some fun … in terms of being open to whatever opportunity is the right fit. But I’m going to try everything out.”
Under Armour confirmed the exit in a public statement, noting that Curry Brand, the athlete’s namesake label, launched in 2020 under the Under Armour umbrella, will become an independent business unit.
The final collaborative sneaker, the Curry 13, is due in February 2026, with colorways and apparel dropping into October.
A high-stakes reset for both brand and athlete
Under Armour has struggled in recent years: declining revenue, executive turnover, and a basketball business that never achieved the market breakthrough the brand hoped for.
Curry, an 11-time All-Star and four-time NBA champion, is now positioned to fully steer the fate of his brand.
Curry‘s statement continued: “Curry Brand was created to change the game for good and over the past 5 years we successfully changed the game for kids, for communities, and for basketball.
“What Curry Brand stands for, what I stand for and my commitment to that mission will never change, it’s only growing stronger.”
Could Curry team up with Jordan Brand or Shaquille O’Neal?
The most intriguing storyline emerging from Curry‘s split is the possibility of major cross-brand collaborations that once felt impossible.
With Curry Brand no longer anchored under the Under Armour umbrella, analysts have begun speculating about whether he could align with one of the major player-led sneaker dynasties, most notably Michael Jordan‘s Jordan Brand or the revitalized Reebok platform now overseen in part by Shaquille O’Neal.
A partnership between Curry and the Jordan ecosystem would be unprecedented, considering Curry originally sought a Nike extension before joining Under Armour in 2013.
Shaquille O’Neal presents another compelling possibility. The Hall of Famer has taken on an expanded leadership role at Reebok, describing his mission as “leveraging my network to build bridges, connect the brand with players, and help those players develop through their partnership with Reebok.”
Curry‘s next move depends heavily on how he wants Curry Brand to operate as an independent entity. Full absorption into Jordan Brand or Reebok seems unlikely, but collaborative projects are no longer out of the question.
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