Stephen Curry ended his long-term partnership with Under Armour earlier this month, reportedly influenced by the brand's failure to sign Caitlin Clark. Clark, a rising WNBA star, opted for an eight-year, $28 million Nike deal instead. Curry expressed gratitude for Under Armour's early support but highlighted frustrations with the company's direction.
Stephen Curry, the Golden State Warriors star, parted ways with Under Armour earlier this month after a partnership that began in 2013. This deal predated Curry's rise to NBA prominence, and his standalone "Curry Brand" will now operate independently, allowing him to wear other brands as a sneaker free agent.
Curry reflected positively on the relationship in a press release: "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."
However, tensions had built in recent years. According to a Bloomberg report, Curry and his advisers grew frustrated with what they saw as underinvestment in the brand. The division's sales fell short of both company and Curry's expectations, per sources familiar with the matter who spoke anonymously due to the private nature of the details.
A key issue was Under Armour's unsuccessful bid to recruit Caitlin Clark last year. The women's basketball phenom, now a WNBA star, was pursued by Curry and the company, but Under Armour's offer of four years and $16 million did not match Nike's eight-year, $28 million proposal, which included a signature shoe. Adidas offered four years and $6 million but was outbid.
In August, Nike designated Clark a "Signature Athlete," unveiling her logo and confirming her first shoe release for 2026. Sneaker expert Nick DePaula estimated to Front Office Sports that the shoe line could generate over $100 million for Nike, far exceeding the initial investment when factoring in merchandise and player edition shoes.
Under Armour's choice not to match Nike's offer for Clark, one of America's most popular athletes, appears increasingly regrettable following Curry's departure.