The end of an era is upon us: Stephen Curry and Under Armour are going their separate ways in 2026. This split has everyone in the sports and business worlds buzzing, and for good reason. But what does this mean for Curry, Under Armour, and the future of athletic apparel? Let's dive in.
The partnership between Under Armour and Steph Curry has been a rollercoaster. It started back in 2013, with the Curry brand evolving in 2020 and a lifetime deal for the athlete in 2023. However, after 12 years, the relationship is changing. Sales for the Curry brand have slowed, and Under Armour is undergoing a major restructuring.
So, what's next for the Curry brand? The possibilities are endless, but the specifics remain a mystery. Telsey Advisory Group’s (TAG) Cristina Fernández points out that Curry has the right of first refusal, meaning he could potentially take other athletes signed under the Curry brand, such as De’Aaron Fox, with him.
Here's where it gets controversial: The analyst suggests that the separation won't significantly impact Under Armour's profitability, hinting that the Curry brand's sales have decreased, and the contract may have been a significant expense for Under Armour.
Who could be the next partner for Steph Curry? The list of potential suitors is impressive. Nike and Adidas are obvious contenders, but New Balance, Puma, Reebok, Anta Sports, and Li-Ning are also in the running, according to the TAG analyst.
Some experts believe the Under Armour and Steph Curry partnership never reached its full potential. The split will save Under Armour money, but it also carries risks. Without the Curry shoe, it might be harder for Under Armour to gain shelf space in specialty footwear retailers like Foot Locker. Losing its most recognizable athlete could also make it challenging to sign other big names, especially in basketball.
However, Under Armour is making strides in other areas. The company is streamlining its product offerings, reducing promotions, and cutting costs. According to Under Armour's founder, president, and CEO, Kevin Plank, the company is refining its strategy and sharpening its aesthetic in footwear. They're focusing on successful franchises and aiming for growth in upcoming seasons. They're also leveraging momentum and focusing on athlete-driven innovation.
And this is the part most people miss: Spring/Summer '26 will showcase more innovation, including the $160 Velociti distance run shoe, the next-generation Shadow and Magnetico football boots, and the Dry Pro clone golf shoe. Jefferies analyst Randal Konik describes these restructuring initiatives as a return to basics. Williams Trading analyst Sam Poser notes that young consumers are starting to gravitate towards the Under Armour brand, indicating the company is on the right track.
Under Armour recently reported a second-quarter net loss of $18.8 million on revenue of $1.33 billion. They will continue to sell the Steph Curry brand throughout most of 2026.
While Curry is moving on, Under Armour still has other notable athletes on its roster, including marathon runner Sharon Lokedi, NFL quarterback Cam Ward, and WNBA star Nika Mühl.
What do you think? Will Steph Curry find a better partnership? Is Under Armour making the right moves? Share your thoughts in the comments below!
