Stephen Curry and Under Armour Part Ways, Curry Brand Goes Independent

Summary • Stephen Curry and Under Armour (UA) have ended their 12-year partnership, agreeing to let the Curry Brand operate as an independent entity • This split grants Curry full operational control over his brand, enabling it to compete more autonomously in the global sportswear market • The Curry Brand, which previously produced ten signature shoe models for UA, will continue its mission to impact youth sports while exploring new partnerships

A 12-year partnership that fundamentally reshaped basketball footwear is coming to a close. Stephen Curry and Under Armour (UA) have announced a mutual agreement to dissolve their long-standing relationship. Moving forward, the Curry Brand will transition to an independent entity, ending the high-profile collaboration that began in 2013.

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