Stephen Curry Ends Partnership With Under Armour

By Clerfania Previlon

Courtesy of Getty Images

Stephen Curry, point guard for the Golden State Warriors, ended his 13-year-long partnership with Under Armour on November 13th. The termination of the deal comes just 2 years after Under Armour extended Curry’s deal, claiming it had the potential to be a lifelong partnership.

While Curry and Under Armour publicly ended their partnership on good terms, insiders claim that Under Armour “dumped” Curry because his shoes did not garner enough buzz.

“The numbers never really made a dent in the sneaker business,” sports journalist Robert Parker said per Fox Sports Radio. “And I think [Under Armour] looked at that and go, ‘Steph is not going to sell, I don’t care if he’s in control or not. He’s not going to sell sneakers, and we’re not just going to give away money and have a lifetime contract or whatever.’”

With the shifting dynamics of professional sports, critics believe that modern athletes want more meaningful, long-term alignment with brands. Hampton University students agree with these expectations, pointing out Curry’s influence and the priorities of athletes today. 

“Curry basically carried their whole basketball identity. Without him, Under Armour looks way less relevant in the sneaker game,” Jamian Oshinowo, a first-year computer science major, said. “Athletes want ownerships, not just endorsement deals. Partnerships now are more like business negotiations and simple sponsorships.”

Students also placed an emphasis on the importance of loyalty and mutual respect in modern-day partnerships.

Evan Younge, a first-year student in the 5-year MBA program, said, “The split says a lot about athlete-brand partnerships today. Athletes aren’t just looking for the money behind the contract. They’re looking for a brand they can call their family and remain loyal to for the tenure of their careers, however long that may be.” 

Since the end of the deal, Curry has been seen wearing Nike’s Kobe 6 Protro Mambacitas, which many see as a symbol of his independence and a new era for his Curry Brand.