In the NBA's commercial landscape, few "player × brand" partnerships have been as mutually defining as Stephen Curry and Under Armour (UA): one a player once underestimated who became a game-changing superstar, the other a sports brand that began with training apparel and fought its way into the spotlight.

But today, that partnership officially comes to an end.

On November 13, multiple foreign media outlets confirmed: Stephen Curry and Under Armour will end their 13-year deep partnership, and Curry Brand will be spun off from UA.

This means the brand partnership that accompanied Curry's four championships, two MVPs, and countless three-point records has officially exited.

A "peaceful split", but a huge change

Rather than a breakup, it's a proactive choice amid shifting times.

Multiple media outlets pointed out: this end of cooperation was not due to a falling-out between the parties, but because UA has entered a comprehensive restructuring phase, needing to sharply cut costs and return to its core business. As a high-investment star IP, Curry Brand has become a key part of UA's asset reorganization.

UA will continue to honor the already scheduled product releases, including:

• Curry 13 (expected to be released in February 2026)

• and will continue through October 2026 with a series of Curry Brand products.

  
  

This is also the final handover between longtime partners.

Curry to become a 'true brand owner' for the first time

For Curry, the story is just beginning.

Outside the UA structure,Curry Brand will be fully independent, and Curry will evolve from a 'celebrity endorser' into a 'brand owner'.
This is uncommon in professional sports, and could even be seen as a small step toward the Jordan model.

Bold guesses on possible paths for Curry Brand next:

1. Seek a new global sports brand partnership

Like Jordan × Nike in its day, this 'brand + superstar IP' model still has appeal.

2. Fully independent operation — become an emerging sports brand

With Stephen Curry's influence, this isn't wishful thinking.

3. Global licensing partnerships — find strategic partners by region

Europe, Asia and even the Chinese market could all become new arenas.

4. Sell to a brand-management company

This could be a shortcut

For someone who already stands at the pinnacle of basketball culture, this may signal a longer-term commercial strategy.

Under Armour: Focusing on core business

In recent years UA has been returning to areas it does best—training and core performance gear. Is it putting more energy into running?

The end of an era, and a change in business model

Stephen Curry's collaboration with UA once created an industry miracle—from designs that were mocked, to a real explosion in sales, and finally to the formation of Curry Brand. It's a precious chapter in the commercial history of basketball shoes. But now, athlete personal brands are becoming increasingly scarce.

An era ends, but Steph Curry's story isn't over yet

From 2013 to 2025, Steph Curry and UA together wrote a commercial legend in the NBA.

Now, by choosing to end the partnership at their most mature, calm moment, it only makes the story feel more complete.

Where will Curry go next?
What will become of his brand?
Will he team up with Chinese brands?