It’s truly the end of an era. Fresh off his Curry Camp world tour in China, Stephen Curry has made a major business move: he and Under Armour are parting ways after a 13-year run together. The announcement came as a genuine surprise. There had been no hint of trouble, especially with Under Armour–backed events like Curry Camp and Curry Con unfolding seamlessly across the U.S. and Asia.

Unlike the public tensions that once existed between Kobe and Adidas, there was no dispute here, no behind-the-scenes drama, and no reason for the brand to cut ties with its biggest star. The split was mutually agreed upon— leaving fans wondering what prompted Stephen Curry to leave Under Armour.

What is Curry Brand?

In the days Under Armour’s robust marketing and trendy appeal made it a direct competitor to Nike, it launched the Curry Brand on November 30, 2020. It was a direct competitor to the Jordan Brand and a huge step up since Stephen Curry left Nike to sign with them in 2013.

When it launched in 2020, the Curry Brand was touted as a purpose-led performance brand that, like its namesake, aims to change the game. While UA stuck to its high-performance gear and stayed at the fringes of the athleisure boom – a factor that caused its decline – Curry Brand took a diverse approach.

It created a lifestyle and streetwear identity through collabs with Dave Chappelle, the Bruce Lee Estate, and fellow NBA player, Brandon Jennings’ Tuff Crowd. Besides athleisure, it also created golf apparel. He even produced a collection with Sesame Street!

Curry-Under Armour Partnership History

In 1984, Michael Jordan chose a near-bankrupt Nike after Adidas, a well-established sneaker business, snubbed him. In 2002, Kobe Bryant ended his Adidas partnership and signed with Nike. These two deals became landmarks in the sneaker-signature athlete space.

A superstar athlete could turn around a humble brand into something bigger. The Baltimore-based Under Armour was that David among sneaker Goliaths. They signed Curry in 2013, four years into his NBA career, and still a couple of years away from his first championship.

They launched the Curry Brand five years ago, geared towards performance gear, accessories, streetwear, and purpose-driven initiatives. He signed an extension in 2023.

Curry Brand’s revenue is not separate from the parent company (unlike Jordan Brand, which generated $6.6 billion in revenue, separate from Nike’s $46 billion in revenue in 2025). UA is undergoing a massive restructuring amid its divorce from the Curry Brand in November 2025.

It doesn’t think the hit of losing Curry would be that detrimental. The company ‍estimates its global basketball revenue, including Curry ​Brand, will ‌be $100 million to $120 million in fiscal 2026.

That’s probably because UA and Curry will see the partnership through to 2026 and still have some drops in store for the near future.

Did Steph Curry leave Under Armour?

On November 12, 2025, Curry and UA released a joint statement announcing the split.

“For Under Armour, this moment is about discipline and focus on the core UA brand during a critical stage of our turnaround,” UA’s returning CEO, Kevin 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’s official statement read, “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 in a statement.

In a separate statement by his spokesperson, the point guard confirmed he owns all the trademarks, IP, and other details related to the Curry Brand and will have sole ownership of it.

It’s not like the partnership ends today. They will see through the remainder of the contract till 2026. Under Armour will release the Curry 13, the final Curry Brand shoe, in February.

Does Stephen Curry have a lifetime deal with Under Armour?

Curry didn’t have a lifetime deal but a “lifetime” deal. There’s a difference. Allen Iverson signed a lifetime contract with Reebok by definition. He receives a salary and a trust fund as a result. Michael Jordan never had a lifetime deal with Nike.

However, he had Nike stock, which created a de facto lifetime agreement, independent of the 5% royalty he receives from Jumpman brand sales. He even made Charles Barkley take the same structure, and although Chuck’s not a signature athlete, he still receives compensation through Nike shares.

In 2023, the UA contract extension came with a huge perk. Curry received 8,823,530 restricted stock units of Under Armour common stock. In April 2023, that was worth $75 million. That was only part of the entire deal. It’s not disclosed what happens to his UA stock after he leaves the brand – perhaps they buy it back from him or he retains it.

What are the reasons behind the split?

So far, Curry’s statements— both direct and indirect— suggest a desire to run his independent business venture. Some speculate that Under Armour’s restructuring in recent years also played a role. UA was known for aggressive marketing, superstar signings, and being featured in college sports. However, it missed out on mass trends, unlike the Curry Brand, which appeals to youth and street culture.

While UA struggles to boost profits, it has scaled back its marketing efforts. We’ve seen fewer appearances of its Curry Brand and other collections outside of the annual camp and Curry Con.

Their restructuring also appears misaligned with the Curry Brand’s goals. In April, UA indicated the brand is moving in a new direction, focusing on product innovation with high-performance gear. Meanwhile, the Curry Brand is prioritizing its social mission over catering specifically to athletes.

How much did Stephen Curry make with Under Armour?

When Curry jumped ship from Nike to Under Armour, he signed a $4 million a year contract, according to Forbes. Before that contract ended in 2024, he signed the extension and was awarded stock worth $75 million.