Stephen Curry Teams Up with Freedom, Not Just Sneakers
KEY POINTS
- •Stephen Curry and Under Armour have mutually agreed to end their 13-year partnership amid company restructuring.
- •The final sneaker collaboration, the Curry 13, is set to release in February 2024.
- •Under Armour's CEO emphasized the need for focus during a critical turnaround phase for the brand.
Stephen Curry and Under Armour have amicably split after a 13-year holohoop saga crowned by the Curry 13 sneaker dropping next February, their bittersweet goodbye gift to the sneaker universe. Amid Under Armour's plot twist of declining sales, executive musical chairs, and a $255 million restructuring saga (which includes separation drama costs—talk about break-up fees), CEO Kevin Plank vows to 'get back to basics,' aka ditch his $75 million stock-sharing All-Star basketball prince Captain Curry. Spoiler: Curry's brand is free to find new BFFs, while Under Armour's stock continues the long, slow descent to retail purgatory, down 50% this past year, proving heartbreak affects markets too.
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Under Armour and Stephen Curry break up after 13 years because sometimes even billion-dollar sneaker royalty needs a fresh power ballad. CEO says it's about 'focus' but honestly, sounds like an awkward ghosting with $255 million in bills.
Under Armour cut ties with Curry while sporting a pricey breakup soundtrack worth $255 million. Insider tip: sneaker booties burn more than just calories.
Stephen Curry chose underdog Under Armour over Nike in 2013; now he’s all grown up and ready to ghost with his own brand. Corporate love stories these days are a real dribble.
Source: Businessinsider | Published: 11/14/2025 | Author: Katherine Li,Aditi Bharade
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