Golden State Warriors superstar guard Stephen Curry has made a shocking personal decision as the 2025-26 season is underway.
Golden State Warriors superstar guard Stephen Curry has parted ways with Under Armour. ESPN’s Shams Charania shared the news via X. 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.— Shams Charania November 13, 2025 Curry and Under Armour mutually agreed to part ways, ending their 13-year partnership effective immediately. The two sides agreed on Thursday. More news: Warriors Expected to Consider Trade for $186 Million All-Star Center SAN FRANCISCO, CALIFORNIA – NOVEMBER 09: Stephen Curry #30 of the Golden State Warriors looks on against the Indiana Pacers in the first quarter at Chase Center on November 09, 2025 in San Francisco, California. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. Under Armour CEO Kevin Plank had this to say in a statement. “For Under Armour, this moment is about discipline and focus on the core UA brand during a critical stage of our turnaround,” Plank said. “And for Stephen, it’s the right moment to let what we created evolve on his terms. We’ll always be grateful for what he’s brought to the UA team.” Curry had this to say in a statement. “What Curry Brand stands for, what I stand for and my commitment to that mission will never change, it’s only growing stronger,” Curry said. “I’m excited for a future that’s focused on aggressive growth with a continued commitment to keep showing up for the next generation.” More news: Mavericks, Anthony Davis Set Plan for Determining Possible In-Season Trade This makes Curry a sneaker-free agent for the first time since 2013. He is free to find another retail partner if he so chooses. The split is stunning, especially considering how long their partnership had been in place. Curry signed with Under Armour well before he became the superstar who helped reshape the modern game, which makes the sudden separation even more unexpected. Earlier in the year, Curry shared how he hoped his brand with the company would outlive his playing career and become a brand for other athletes –– similar to Jordan Brand. Now, the two sides will move on from each other. Plank shared how he hopes to continue to develop new UA Basketball products even after Curry’s departure. “This move lets two strong teams do what they do best,” Plank said. “Under Armour is focused on product innovation and performance for athletes at every level. Curry Brand gets the independence to determine its own future. That’s good for Stephen and good for UA.” For all the latest NBA news and rumors, head over to Newsweek Sports.
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