Stephen Curry’s partnership with Under Armour helped build Curry Brand. Its next chapter puts more of the brand’s future in his hands.
Stephen Curry sees the end of his Under Armour partnership as a chance to take Curry Brand further than it has gone before.
The Golden State Warriors star reflected on his split with the company after roughly 12 to 13 years together.
He credited Under Armour for helping develop the Curry Brand and said the decision to separate was mutual. Now, with Li-Ning as his new partner, Curry is thinking about what his brand can become across several sports and markets.
“I think it was a great run,” Curry said. “Under Armour had a great experience over the 12, 13 years I was there, developed Curry Brand underneath.”
Curry joined Under Armour in 2013, before he won his first NBA championship or MVP award. As his career took off, his signature shoes became a central part of the company’s basketball business. The relationship expanded in 2020 with the launch of Curry Brand, giving him a platform for products and work aimed at young athletes.
Why Curry chose Li-Ning
Curry said his next decision came down to the long-term possibilities for the brand. He wants Curry Brand to grow beyond basketball shoes, reaching customers through golf, lifestyle and training products as well.
“For me, it’s looking at the longevity and legacy of what I think is possible not just here in the U.S. but globally,” Curry said.
He did not describe Li-Ning as a quick choice. Curry said he considered a wide range of options before deciding that its products and plans made it the right partner.
Apr 17, 2026; Phoenix, Arizona, USA; Detailed view of the jersey of Golden State Warriors guard Stephen Curry (30) against the Phoenix Suns during the play-in rounds of the 2026 NBA Playoffs at Mortgage Matchup Center. Mandatory Credit: Mark J. Rebilas-Imagn Images“I tried literally everything, and there was a reason that Li-Ning stood tall at the end because the product kind of reigned supreme,” he said.
That product focus matters for a brand entering a new phase. Curry’s name can draw attention, but customers will decide whether to keep buying what the new partnership produces. Li-Ning also gives Curry a partner for the global growth he says he wants, rather than simply a new label on his shoes.
No regrets about the split
Leaving Under Armour meant closing a partnership that lasted through the defining years of Curry’s playing career. He said there was no dispute driving his account of the decision and framed the separation as a way for both sides to pursue their interests.
“It was mutual,” Curry said. “Sometimes good things do come to an end.”
Apr 17, 2026; Phoenix, Arizona, USA; Detailed view of the shoes of Golden StateWarriorsguardStephenCurry(30) against the Phoenix Suns during the play-in rounds of the 2026 NBA Playoffs at Mortgage Matchup Center. Mandatory Credit: Mark J. Rebilas-Imagn ImagesCurry also said he had no regrets about the relationship. That includes the work of establishing Curry Brand before it became independent. Under Armour helped give the brand its start; Curry now has the chance to see how it performs with a different partner and a broader range of products.
The mission behind it remains personal to him. Curry said he still wants Curry Brand to change the game on the court and off it. With Li-Ning, he has an opportunity to pursue that goal well beyond the basketball market where the brand began.
For Curry, the Under Armour years are a completed chapter, not one he is trying to erase. The question now is whether the brand they built together can reach the global scale he envisions.
