The split

Stephen Curry was a Nike athlete when he began his NBA career in 2009.   Making almost 1000 3-pointers later, he left the Swoosh and joined Under Armour in 2013.  During the 2015 NBA All-Star, Under Armour debuted Curry’s first signature shoe, and later in the year, the Curry 2 came.  To date, the Curry shoe line has 12 models with several budget friendly options branching into the lifestyle markets.

The Curry Brand was launched by Under Armour in November 2020, which aims to “change the game for good” focusing on communities and other sports.   The collaboration had refurbished basketball courts, trained coaches and supported youth programs.

But like in some relationships, romancing the shoe didn’t last long.  After a successful 12-year co-existence, Under Armour and Curry officially broke the partnership on November 13.  While he played in his signature UAs the following night in a game against San Antonio, he wore a pair of Nike Kobe shoes in a pre-game shoot-around, declaring to the world that he’s a sneaker free agent.

Since the split, he had been wearing a wide range shoe brands to honor basketball greats, past and present.  Aside from Nike, Curry had worn Adidas, Reebok, Anta and Li Ning.

He was supposed to start the season wearing the Curry 13s but it was reported that Curry didn’t like the model and that his input during the shoe design process was ignored.   Despite his disapproval, Under Armour pushed thru with the product, overlooking his feedback.  The 13s are scheduled to be released sometime in February next year until October 2026, which will include several color ways and apparel collections.

The 13s and its related products will be the final collaboration between both parties.  The UA Curry Brand team was dismantled, and multiple personnel were assigned to different roles across the company.

The Curry Brand becomes independent, meaning Curry has full control and can negotiate with new partners and investments.  His signature “splash” logo, although remaining registered under Under Armour, will have its ownership rights transferred to him, as part of the agreement for the separation.

Curry Brand athletes De’Aaron Fox (SAS), Davion Mitchell (MIA) and younger brother Seth (GSW) will remain under contract with Under Armour.  Fox has his own signature shoe line, the Curry Fox 1 and the Curry Fox 2.

Expect upstart brands 361, Anta and Li Ning pitching their proposals to the NBA’s greatest long range shooter.