Basketball superstar Stephen Curry has officially ended his long-standing partnership with sports apparel giant Under Armour, marking the conclusion of a 12-year relationship that began back in 2013. The surprising split occurred earlier this month in November 2025, leaving fans and industry experts wondering about the reasons behind this significant business separation.
The Caitlin Clark Factor: A Missed Opportunity
What makes this separation particularly intriguing is the role played by WNBA rising star Caitlin Clark in the breakdown of relations. According to insider reports, Under Armour's indecisiveness in securing Clark as a brand ambassador became one of the major sticking points for Curry. The Indiana Fever sensation was high on the brand's recruitment list, but insufficient investment and commitment from Under Armour led to a crucial missed opportunity.
Both Curry and the company had actively pursued the basketball phenom, but Under Armour's financial offer couldn't match the total value presented by Nike's competing pitch. When Clark decided to withdraw from negotiations, Under Armour failed to pursue the WNBA star further, demonstrating what Curry perceived as a lack of vision from the brand.
Growing Frustrations and Underinvestment Concerns
Stephen Curry's dissatisfaction with Under Armour had been brewing for some time before the final decision to part ways. The Golden State Warriors icon had become increasingly frustrated by what he viewed as chronic underinvestment in various aspects of their collaboration. Sales performance was also falling short, failing to meet both the company's and Curry's expectations.
Another significant concern for Curry was his hope that Under Armour's founder and CEO Kevin Plank would invest more substantially in his signature shoe line. When this anticipated increased investment failed to materialize, it added to the growing list of disappointments that ultimately led to the mutual decision to end their partnership.
What's Next for Curry and Under Armour?
Despite the separation, business connections aren't completely severed between the two parties. Under Armour is scheduled to debut the final Curry signature shoe in February 2026, providing a fitting conclusion to their collaborative efforts.
Currently, Stephen Curry finds himself as one of the most sought-after free agents in the sports endorsement world. Multiple brands are actively competing to secure his signature before the window of opportunity closes. However, the NBA champion isn't rushing his decision and is carefully considering his next move in the business landscape.
The end of this era marks a significant shift in the basketball endorsement scene, highlighting how strategic vision and investment decisions can impact even the most established partnerships in the sports industry.
