In a surprising turn of events in November 2025, Stephen Curry and Under Armour parted ways after a 13-year partnership, marking a significant shift in the sports apparel landscape. The split came after Curry's concerns about a design were reportedly dismissed by the company, leading to the separation of the Curry Brand from Under Armour.
The situation took another twist in late December 2025, when Under Armour allegedly transferred nearly 500,000 Instagram followers from the @CurryBrand account to their @UAbasketball account. Sole Retriever highlighted that this transfer mirrored the exact number of followers lost by Curry's brand, suggesting a strategic move by Under Armour to bolster their basketball presence on social media.
Despite the split, Curry retains full ownership of his logo, trademark, and brand, according to the separation terms. However, there are whispers that Under Armour might be reconsidering some of these commitments. The Curry 13, their final collaborative release, is still on track for a February 2026 launch, with other product lines potentially extending through October 2026.
Interestingly, Under Armour's basketball account had been losing around 3,500 followers monthly, a trend temporarily halted by the migration of Curry's followers. Yet, as more people become aware of this maneuver, the rate of follower loss could accelerate, especially if Curry aligns with another major sneaker brand.
Curry has already stopped wearing Under Armour shoes in games, opting for his Series 7 takedown shoes before ending his association with the brand. Fans are now piecing together the reasons behind this high-profile breakup, understanding the deeper dynamics at play in this sports industry saga.