Steph and Under Armour Part Ways.

Didn’t see that one coming: Steph Curry and Under Armour are parting ways after more than a decade.

Wild to think that Nike had the chance to sign him back then, and fumbled the bag. One of the greatest shooters in NBA history slipped right through their fingers.

The question now is, who’s next for the Curry Brand?

There’s a real opening here for a brand with vision. If On Running ever wanted to enter basketball, this might be the moment. Steph’s precision, poise, and global resonance would sit beautifully alongside Roger Federer’s — two icons known for elegance, discipline, and mastery. Together, they could redefine what a premium modern athlete brand looks like.

Or perhaps a young designer like Salehe Bembury steps in with equity and helps Steph refine and rebuild the Curry Brand for a new generation.

It’s going to be an interesting one… 🍿

Read more:
https://www.cnbc.com/2025/11/13/under-armour-splits-with-steph-curry.html

Steph Curry & Under Armour