Clutch Points: Curry ends more than 10-year partnership with Under Armor

US media ClutchPoints reported that Stephen Curry and Under Armor have ended their partnership. It all started in 2013, when the Warriors star had yet to become the spokesperson for any brand, just a skinny sharpshooter looking for a brand that truly believed in him. Nike slipped up on their offer (offering $2.5 million to UA's $4 million), Under Armor opened the door, and the two underdogs decided to bet on each other. Then the story unfolds quickly. UA gave him the initiative, Curry received a personal signature series, sales exploded, Curry1 became a great success, Curry2 triggered a craze, and Curry4 became a cult classic. By 2020, he is not only an athlete, but also owns Curry Brand, building his own mini-Jordan empire within UA, obtaining all rights and interests such as the title of president, creative control, equity and stocks. In 2023, the two parties will further deepen their cooperation. UA signed a huge long-term contract extension agreement with him. Some insiders said that he has the potential of a "lifetime contract". It feels like Curry and UA will be bound forever. They not only create shoes, but also create influence: building community courts, launching children's projects, and training coaches, with the goal of benefiting 100,000 young people, and its significance goes beyond basketball itself. But according to the latest reports, both sides agree that the time has come: UA is reshaping the company, and Curry wants the freedom to make the Curry brand completely independent. The two parties will finally cooperate to launch the joint shoe Curry13, which will be released in February 2026, and then the final farewell will be made. More than ten years later, an era has come to an end. They started as underdogs and now part ways as giants.

StephCurryandUnderArmourhavebrokenup.Thisallstartedbackin2013,whentheWarriorsstarwasn 'tthefaceofanythingyet,justaskinnysharpshooterlookingforabr andthatactuallybelievedinhim.Nikefumbledthepitch(offered$2.5millionvs.UA 's$4million),UnderArmouropenedthedoor,andthetwounderdogsdecidedtobetoneachothe r.Andthenthestorytookoff.UAhandedhimthekeys.Currygothisownsignatureline.Salesexploded.TheCurry1shit,the2swentcrazy,the4sbecameacultclassic.By2020,hewas n 'tjustanathlete,hehadCurryBrand,hisownmini-JordanempireinsideUA.Presidenttitle.Creativecontrol.Equity.Stock.Thewholething.Andin2023,theydoubleddown.U Alockedhimintoamassivelong-termextensionwhereoneinsidersaidithad "lifetimedeal "potential.ItfeltlikeCurryandUAweretiedtogetherforever.Andtheydidn 'tjus tbuildshoes.Theybuiltimpact.Courtsinneighborhoods.Programsforkids.Coachestrained.Goalstoreach100kyouth.Itbecamebiggerthanbasketball.Buthereweare.Accord ingtothelatestreport,bothsidesagreedit 'stime.UAisreshapingthecompany.CurrywantsthefreedomtotaketheCurryBrandfullyindependent.They 'lldroponelastco-bra ndedshoe,theCurry13inFebruary2026,andthenthat 'sthefinalhandshake.Aftermorethanadecade,aneracomestoanend.Theystartedasunderdogs,nowtheysplitasgiants.