Curry is one of the top NBA basketball players not only in recent years, but also in the entire history of the league. He was the leader of the Golden State Warriors as they won three championship rings in four years last decade. To this day, he is a pillar of the team and one of the best basketball players in the world.
His collaboration with Under Armor has become a part of the NBA landscape over the past few years. Curry was under a sponsorship deal for 13 yearsas part of it, he created his own collection of basketball shoes. He joined the company just after his contract with Nike expired.
“Under Armor believed in me early in my career and gave me the space to build something much bigger and more impactful than shoes,” Curry said in a statement quoted by Reuters.
The final Curry 13 sneaker model will be released in February as planned. Later, however, the company and the basketball player will go their separate ways.
Under Armor, known primarily for producing exercise clothes and shoes, has been struggling with business problems for a long time. The manufacturer is having difficulty stimulating demand in the face of Donald Trump's tariff policy and weakening consumer spending. Last week, the company forecast low annual sales and profit.
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“For Under Armor, this moment marks a focus on the core UA brand during a critical phase and turnaround for our company. And for Stephen, it's the right time to let what we've built evolve on his terms,” said Under Armor CEO Kevin Plank.
The Plank founder returned as CEO in April 2024 after two consecutive yearly sales declines and headed a working group that aimed to maintain tight control over stocks of certain products, push for fewer promotions and cut jobs.
