Stephen Curry and Under Armour's Bitter Split

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After a 12-year run as the face of Under Armour basketball, NBA superstar Stephen Curry parted ways with the Baltimore-based brand in November 2025. The separation agreement allowed Curry to keep key assets like his logo, trademark, and brand. However, the split has turned contentious, with Under Armour reportedly migrating 500,000 Instagram followers from the Curry Brand account to its own. Curry has refused to wear his final signature shoe, the Curry 13, and has instead been wearing sneakers from competing brands like Nike, Adidas, Li Ning, Puma, and Anta on game days.

Why it matters

The breakdown of the Curry-Under Armour partnership is significant because Curry was the face of the brand's basketball division for over a decade. His departure and the public nature of the split could have major implications for Under Armour's basketball business and brand image going forward.

The details

Under Armour and Curry reportedly had a lifetime contract agreement, but the relationship soured in recent years due to lackluster sales and minimal cultural impact of the Curry Brand. As part of the separation, Curry was allowed to keep key assets like his logo and brand, but Under Armour appears to have retaliated by migrating hundreds of thousands of Instagram followers from the Curry Brand account to its own.

• Curry and Under Armour had a 12-year partnership that began in 2013.
• The split occurred in November 2025.
• Curry was previously awarded a lifetime contract with Under Armour two years prior to the breakup, in 2023.