Why are Stephen Curry and Under Armour parting ways? Major move signals new chapter for Golden State Warriors icon

When Stephen Curry of the Golden State Warriors decided to pursue his signature sneakers with Under Armour, he set his own course. But Under Armour recently stated on Thursday that they have split from Curry, whose Curry Brand will run on its own.

Following the release of his thirteenth and last signature shoe, Curry is departing, concluding a 13-year collaboration.Following the debut of Curry's next signature shoe, the Warriors point guard and Under Armour confirmed their separation for the upcoming season. It puts an end to a long-standing connection that began before Curry's first NBA championship. It is anticipated that Curry would take the "Curry Brand" with him as a stand-alone business.

Curry is currently more valuable than ever because he has never been a sneaker free agent.

Stephen Curry and Under Armour stand at a surprising crossroads as a once-unshakable bond faces an unexpected twist

Stephen Curry and Under Armour announced on Thursday that they had mutually decided to terminate their 13-year collaboration with immediate effect. At a time when the sportswear company is having trouble boosting sales, the abrupt move splits Curry Brand, which produces basketball shoes and gear, from Under Armour. Curry will continue to be the only owner of Curry Brand as part of the separation, and he is free to choose another retail partner. Although there seems to have been some desire for the Curry Brand to remain independent, it's not immediately evident what caused this break. In a press release, Under Armour said:"Under Armour Inc. and Stephen Curry today announced plans to separate Curry Brand from Under Armour, ending a partnership that has redefined performance product and athlete-led storytelling for more than a decade.

Under Armour, with a disciplined focus on its namesake brand, will develop new UA Basketball products and continue to support athletes and programs across every level of the game."

Addressing the whole thing, Steph said during a podcast:“Under Armour believed in me early in my career and gave me the space to build something much bigger and more impactful than a shoe. I'll always be grateful for that. What Curry Brand stands for, what I stand for and my commitment to that mission will never change.”Meanwhile, Under Armour CEO Kevin Plank said in a statement:“For Under Armour, this moment is about discipline and focus on the core UA brand during a critical stage of our turnaround.. And for Stephen, it’s the right moment to let what we created evolve on his terms. We’ll always be grateful for what he’s brought to the UA team.” It is anticipated that Curry would take the "Curry Brand" with him as a stand-alone business. According to a statement from Curry, via CNBC:"What Curry Brand stands for, what I stand for and my commitment to that mission will never change, it’s only growing stronger..

I'm excited for a future that's focused on aggressive growth with a continued commitment to keep showing up for the next generation."After four years with Nike, Curry signed a contract with Under Armour in October 2013. After twelve years, the collaboration will come to an end. One more Curry shoe is still on the horizon from Under Armour. As scheduled, the Curry 13 will debut in February 2026.Also read: What did Stephen Curry write to Ayesha Curry before dating? Actress recalls how the NBA star’s flirty message later turned into something real