Under Armour

Under Armour failing to sign Caitlin Clark to a sneaker deal last year was a “sore point” for Curry, per @sportsbusinessjournal
Curry and his advisers “became frustrated by what they viewed as underinvestment” in Under Armour

After 12 years, Stephen Curry and Under Armour have parted ways. Curry Brand will become independent of Under Armour moving forward 😱
Under Armour will release his final shoe, the Curry 13, in February 2026.
“It’s been an incredible privilege to work with Stephen, who as President of Curry Brand has been much more than an ambassador.” - Under Armour CEO Kevin Plank. “Under Armour is focused on product innovation and performance for athletes at every level. Curry Brand gets the independence to determine its own future. That’s good for Stephen and good for UA.”

Nika Muhl has signed a multi-year deal with Under Armour 👏
She will serve as an ambassador for the brand on and off the court

Steph Curry and Under Armour teamed up with luxury automotive customizer, Mansory, for a collaborative car and sneaker at NBA All-Star Weekend 🏎️💨
Curry debuted the upcoming Under Armour Echo, a high-performance sportswear sneaker launching in April.
The collab also introduces a 1-of-1 Le Mansory Ford GT featuring UA’s signature yellow and logos across the vehicle.