The Golden State Warriors are searching for consistency in a season that has started at 7-6, but Stephen Curry is already making headlines for something entirely separate from basketball.
After more than a decade partnered with Under Armour, Curry has officially stepped away. His namesake line, Curry Brand, will now operate independently and begin a new chapter outside the company that helped turn it into a powerhouse.
The split arrives at the end of a long and successful collaboration. Under Armour provided Curry with the signature-shoe platform Nike declined to offer, launching the Curry One in 2015 during the exact year he captured his first MVP award and NBA championship. The alignment of performance and product created a surge in popularity for both Curry and the brand. It strengthened Under Armour’s credibility in basketball and elevated Curry’s global profile.
In 2020Under Armour expanded on the partnership by creating Curry Brand as a dedicated label. The model mirrored the structure used for Jordan Brand and it allowed Curry to shape designs, performance innovations and youth programs with far more influence.
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
A new phase begins for Curry Brand and the sneaker industry
Reports from ESPN’s Shams Charania confirmed that the partnership has now ended and Curry Brand will move forward as a fully independent company. This gives Curry a level of control he has never had before and it opens the door to a wide range of possibilities. Independence could lead to new retail alliances, global expansion, lifestyle-focused collaborations or a more direct-to-consumer strategy.
Under Armour is undergoing a large restructuring, so the uncoupling aligns with the company’s push to streamline its priorities. The Curry 13, which is scheduled to release in 2026, is expected to be the final model produced under the old arrangement.
The move puts Curry Brand in a rare position within the sportswear world. Athlete-led lines do not often break away from their parent companies and those that do must prove they can stand on their own. Curry possesses the visibility, creativity and business momentum to attempt something ambitious.
Fans and analysts will be watching closely. The next version of Curry Brand might expand well beyond basketball sneakers and shift toward a broader lifestyle and performance identity. The decision represents one of the most significant business moves of Curry’s career and it could reshape how future athletes approach signature brands.
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