Curry Cuts Ties With Under Armour – So Where’s the Chef Cooking Next?

Stephen Curry just dropped a seismic crossover off the court – he’s officially splitting with Under Armour after more than a decade together. The Curry line isn’t dead just yet (the Curry 13 and its rollout will carry into 2026), but the partnership that redefined UA’s basketball ambitions is over. For a brand that hitched its entire hoops identity to the universe’s greatest shooter, this is a rupture you can feel from the rafters.

For Curry, though? This is wide-open, fast-break territory. He’s now one of the most valuable free agents in sneaker history – a global icon with MVP hardware and head-spinning cultural pulling power. The big question: where does he land? Nike are the obvious heavyweight, New Balance have money and momentum, adidas love a redemption narrative arc, and PUMA will absolutely pick up the phone. Then there’s the wildcard: Curry launching his own fully independent imprint and cashing in with equity, ownership, and creative control. It’s 2025 – athletes aren’t just talent, they’re brands.

For Under Armour, the timing is rough. The company are already knee-deep in restructuring, and losing the only true franchise player in their basketball portfolio is a gut punch. Replacing Curry’s visibility, credibility, and product pipeline is going to be a long grind.

What happens next could reshape the entire hoops sneaker landscape. Curry’s jumper changed basketball – his next signature deal might change the business behind it.

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