Stephen Curry Breaks Away from Under Armour: What’s Next in the Sneaker Game?
Twelve years is a long haul in the world of sports endorsements, but the era of Stephen Curry and Under Armour is drawing to a close—and it’s stirring up plenty of buzz. Starting in 2013, when the brand scooped up Curry fresh from his early NBA days, this partnership blossomed into something more than just sneakers on hardwood. Fast forward to February 2026: Under Armour plans to drop the Curry 13, and soon after, they’re calling it quits. Yet, here’s the kicker—Curry’s not just walking away, he’s taking full ownership of the Curry Brand, ready to chart a new course with a fresh retail ally. It’s like watching a well-oiled machine pivot gears, with both camps acknowledging the journey and eagerly anticipating what’s next. There’s a vibe of respect and ambition in the air, and trust me, the next chapter for Curry Brand is gonna be one to watch closely.
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