Stephen Curry and Underneath Armour have mutually agreed to half methods, ending the 12-year partnership between the Golden State Warriors’ star and the sportswear firm that signed Curry away from Nike to develop into a key participant within the basketball shoe house.
Curry, who signed with the shoe firm in 2013 after 4 seasons with Nike, will keep sole possession of Curry Model, the subdivision that had been below Underneath Armour’s umbrella, and is free to search out one other retail companion.
“It’s been an unimaginable privilege to work with Stephen, who as President of Curry Model has been rather more than an envoy — he’s develop into a considerate and strategic enterprise chief,” Kevin Plank, founder and CEO of Underneath Armour, mentioned in a information launch. “Along with our teammates, he helped construct one thing uncommon: a model with credibility, neighborhood influence and product that performs on the highest stage. For Underneath Armour, this second is about self-discipline and deal with the core UA model throughout a important stage of our turnaround. And for Stephen, it’s the fitting second to let what we created evolve on his phrases. We’ll at all times be pleased about what he’s delivered to the UA staff.”
Underneath Armour will launch the Curry 13 – the ultimate Curry Model shoe with Underneath Armour – in February 2026, with further colorways and attire collections obtainable by means of October 2026.
Curry’s preliminary signing with Underneath Armour over Nike in 2013 was hailed as a serious upset within the sports activities advertising and marketing world. He then launched the Curry Model as a sub-branch of Underneath Armour in 2020, in an association much like Jordan Model below Nike. Curry was named the sub-brand’s president as a part of a long-term extension with Underneath Armour in 2023. The 11-time NBA All-Star was awarded 8.8 million widespread shares as a part of the settlement, valued at $75 million on the time, together with different performance-based awards and incentives.
“Underneath Armour believed in me early in my profession and gave me the house to construct one thing a lot greater and extra impactful than a shoe. I’ll at all times be pleased about that.” Curry mentioned in Thursday’s information launch. “Curry Model was created to alter the sport for good and over the previous 5 years, we efficiently modified the sport for youths, for communities, and for basketball. What Curry Model stands for, what I stand for and my dedication to that mission won’t ever change, it’s solely rising stronger. I’m excited for a future that’s centered on aggressive progress with a continued dedication to maintain displaying up for the subsequent technology.”
The cut up comes at a precarious time for Underneath Armour. The corporate’s inventory has dropped 47.3 % over the previous 12 months, and its inventory is buying and selling close to its 52-week low of $4.17. In August, the corporate introduced that its projected income within the first quarter of the 2026 fiscal 12 months dropped 4 %.
“Regardless of ongoing uncertainty, our model is gaining power and we’re executing our strategic plan with readability and confidence,” Plank mentioned in an August information launch.
