BREAKING: Golden State Warriors star Stephen Curry and Under Armour have officially announced the end of their long-standing partnership, signaling a new chapter for the NBA superstar. The announcement was made on Thursday, confirming that Curry’s standalone venture, Curry Brand, will now operate independently.
The decision allows Curry to enter sneaker free agency, giving him the freedom to explore new brand partnerships while continuing to release his shoes through Under Armour until 2026. This marks a significant shift, as Curry initially signed with Under Armour back in 2013, a pivotal moment that helped propel him into the limelight as an NBA MVP and global icon.
In a heartfelt statement, Curry expressed gratitude towards Under Armour, saying, “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.” This sentiment highlights the emotional connection between the athlete and the brand that supported him through his rise.
Curry’s new direction means he will have the liberty to wear other sneaker brands throughout the upcoming year, according to sources from ESPN‘s Shams Charania. “What Curry Brand stands for, what I stand for and my commitment to that mission will never change,” Curry emphasized in the release. “It’s only growing stronger. I’m excited for a future that’s focused on aggressive growth with a continued commitment to keep showing up for the next generation.”
This move could significantly impact the sports marketing landscape, as fans and industry insiders alike will be watching closely to see which brands compete for Curry’s partnership. The former Nike athlete’s transition marks a crucial moment for both his personal brand and the sneaker industry, where innovation and athlete endorsements play a pivotal role.
As the news develops, all eyes will be on Curry’s next steps in the sneaker world, and whether this change will lead to new collaborations that could redefine his legacy. Stay tuned for updates on this breaking story, as the implications for both Curry and Under Armour continue to unfold.
