Stephen Curry, Under Armour Go Separate Ways

The partnership between sneaker model Beneath Armour (UA) and NBA champion Stephen Curry has formally come to an finish after greater than a decade.

The corporate introduced the separation, stating that the Curry Model, which was distributed by UA, could be maintained by Curry. The 2 had been concerned for over 12 years, after they efficiently signed the Golden State Warriors’ participant away from Nike.

“Beneath Armour believed in me early in my profession and gave me the area to construct one thing a lot greater and extra impactful than a shoe. I’ll at all times be pleased about that,” Curry stated in a written assertion. “Curry Model was created to vary the sport for good, and over the previous 5 years, we efficiently modified the sport for youths, for communities, and for basketball. What Curry Model stands for, what I stand for, and my dedication to that mission won’t ever change; it’s solely rising stronger. I’m excited for a future that’s centered on aggressive development with a continued dedication to maintain exhibiting up for the subsequent era.”

The Curry 13, scheduled to drop in February 2026, would be the final product launched beneath the UA model. Extra colorways and objects from that assortment might be made out there by means of October 2026.

“It’s been an unimaginable privilege to work with Stephen, who as president of Curry Model has been rather more than an envoy—he’s turn into a considerate and strategic enterprise chief,” stated Kevin Plank, founder and CEO of Beneath Armour. “Along with our teammates, he helped construct one thing uncommon: a model with credibility, group affect, and product that performs on the highest degree. For Beneath Armour, this second is about self-discipline and give attention to the core UA model throughout a vital stage of our turnaround. And for Stephen, it’s the correct second to let what we created evolve on his phrases. We’ll at all times be pleased about what he’s delivered to the UA staff.”

Curry is now free to signal with one other firm.

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