Golden State Warriors guard Stephen Curry was spotted warming up in Nike Kobe 6 shoes, a nod to basketball legend Kobe Bryant, before a game against the San Antonio Spurs. This moment comes after Curry and Under Armour recently ended their partnership.
Curry teamed up with Under Armour in 2013, and they launched the Curry Brand in 2020. Over the years, his collaboration brought significant visibility and success to the brand. In early 2023, he signed an extension with Under Armour, solidifying his role as a key figure in their lineup.
Despite the split, the Curry 13 shoe, the last project between Curry and Under Armour, is set to release in February 2026. At the time of the separation, reports indicated that Curry received 8.8 million shares in Under Armour, valued at $75 million, and he served as the brand’s president.
Under Armour’s CEO Kevin Plank shared insights about this transition. He emphasized that allowing Curry Brand to operate independently will benefit both parties. “This move lets two strong teams do what they do best,” Plank stated, highlighting the potential for innovation on both sides.
Curry’s impact on the game is undeniable. With four NBA championships, two MVP awards, and 11 All-NBA selections under his belt, he’s averaging an impressive 27.1 points per game in his 17th season.
This amicable split reflects a broader trend in sports where athletes seek greater autonomy over their brands. For example, in 2020, NBA star LeBron James launched his own clothing line, reflecting a shift in how athletes engage with businesses. As Curry steps into a new chapter, his next moves will be keenly watched by fans and industry insiders alike.
For more details on the partnership dissolution, you can check CNBC’s reporting here.
