Stephen Curry was upset with Under Armour. He worked with the company for many years, but things changed when Under Armour failed to sign Caitlin Clark. Curry really wanted the brand to bring her in, but Nike gave her a better offer. This became a big problem for him, and soon he and Under Armour decided to split. Reports from Bloomberg said Curry also felt the company was not putting enough support into his Curry Brand line.
Why Stephen Curry was unhappy with Under Armour
Stephen Curry joined Under Armour in 2013. In 2020, he started his own Curry Brand inside the company. But over time, Curry and his team felt the brand was not giving his line enough money, care, or promotion. People who spoke to Bloomberg said Curry and his advisors believed Under Armour was “underinvesting” in his line and that sales were not strong.
A source also said Curry hoped Under Armour CEO Kevin Plank would support the Curry Brand more. But that did not happen the way Curry wanted. At a Bloomberg event in September, Plank even said the company had not done a “good enough job” telling Curry’s story through the brand. This added to Curry’s frustration.
Stephen Curry was reportedly frustrated that Under Armour couldn’t land Caitlin Clark and felt they didn’t invest in his brand enough, per @SBJ pic.twitter.com/E9bzYr6yHJ
— NBACentral (@TheDunkCentral) November 24, 2025
The split also came at a time when Under Armour was making big cost cuts. The company added almost $100 million in restructuring costs, and Curry’s exit was part of that. Even though they are parting ways, both sides agreed to release one last Curry shoe in February.
How Caitlin Clark became the breaking point
The final big issue came when Under Armour failed to sign Caitlin Clark, the No. 1 pick in the 2024 WNBA Draft. Stephen Curry wanted her to join the Curry Brand. He helped the company make the offer. But Bloomberg reported that Under Armour’s deal was smaller than Nike’s offer, so Caitlin Clark chose Nike instead.
Clark already had a Nike deal since 2022, and in 2024, she signed a long-term Nike contract worth around $28 million, according to reports. Missing out on her was called a “sore point” for Curry, and it hurt his trust in Under Armour.
Right after the split became public, Curry warmed up for a game in Nike “Mambacita” Kobe 6 shoes. He has not signed with any new brand yet, and reports say he is still looking at future options.
