This is huge news and a headline no one saw coming. Steph Curry entered the league as a Nike athlete, but moved to Under Armor in 2013 after Nike Basketball (then led by former Mavericks general manager Nico Harrison) famously played a sales pitch by showing him a slideshow intended for Kevin Durant. During that time, Steph has acquired twelve signature models. The UA Curry 13 will still release in February 2026 as planned, with additional colorways and apparel collections available through October 2026. From then on, Steph is on her own.
This news is particularly shocking considering that just two years ago, Steph and Under Armor signed a huge deal worth nearly $1 billion, which reportedly had the potential to grow into a lifetime contract. Curry Brand was founded in 2020 and has since expanded through NBA signees like De’Aaron Fox, who has already signed two signature models (it remains to be seen how the contracts of existing Curry Brand athletes will be managed). The decision to pivot is part of an expansion of Under Armour’s previously disclosed fiscal restructuring plan, which was also announced today.
“Under Armor believed in me early in my career and gave me the space to build something much bigger and more impactful than a shoe. I will always be grateful for that.” says Stephen Curry. “Curry Brand was created to change the game forever and over the past five years we have 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 will only get stronger. I am excited about a future focused on aggressive growth with an ongoing commitment to continue showing up for the next generation.”
Steph now has a few different options in front of her. The Golden State Warriors star could theoretically call Nike or Adidas (or perhaps an up-and-coming Chinese brand) tomorrow and ask for a ton of money, which he would in all likelihood get. He could also make progress by operating without the help of an established shoe company, which would pose its fair share of challenges when it comes to production, technology and scale. It is worth noting that Steph Curry is 37 years old and therefore in the twilight of his career, which means that any business move will be (or at least should be) motivated by what is happening. after his playing career.
Rest assured, we’ll be back with all the Steph Curry shoe updates in the coming months. This is certainly a development that we will monitor closely.
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