Stephen Curry and the business split shaking the industry
The breakup between Stephen Curry and Under Armour ends more than a decade of collaboration that transformed both the player’s image and the performance-shoe landscape.
Since the iconic Curry One launched in 2015, the impact was immediate, an MVP award, a championship, and a signature line that quickly became a global reference.
In 2020, the creation of Curry Brand under the Under Armour umbrella was presented as a structure similar to Jordan Brand with Nike.
This model allowed Stephen Curry to drive innovation, youth programs, and a much stronger brand identity.
Breaking: Steph Curry and Under Armour have parted ways and Curry will be a sneaker free agent 🚨
Curry Brand will move forward independently pic.twitter.com/URxb0Fjpr2
— Bleacher Report (@BleacherReport) November 13, 2025
However, the recent separation opens an entirely new scenario, granting full autonomy, creative control, and strategic freedom.
According to reporting by Shams Charania, Curry Brand will now operate as an independent company. Allowing Stephen Curry to explore new avenues, from partnerships with elite retailers to lifestyle collaborations and international expansion.
This independence could transform his personal brand into a powerhouse with its own signature identity.
What comes next for Curry Brand?
The industry is already speculating about the possibilities of this new era. Under Armour is undergoing a major restructuring, a context that helped pave the way for the split.
Still, the Curry 13, expected in 2026, will likely be the final model produced under the former agreement. After that, the horizon is wide open.
For Stephen Curry, this move represents a bold bet. Positioning his brand among the giants without relying on a corporate titan behind him.
Athlete-driven brands rarely become fully independent, and even fewer do so with such evident potential to expand far beyond basketball.
