There likely won’t be any shortage of potential suitors for Stephen Curry‘s brand now that it is parting ways from Under Armour Inc. in 2026.
The Under Armour and Steph Curry partnership has changed over the years, with the Curry brand coming into its own in 2020 and the apparel and shoe brand giving the athlete a lifetime deal in 2023. But after 12 years — the original deal was signed in 2013 — sales of the Curry brand have shifted too, and Under Armour is also in the midst of a major restructuring to turn around operations.
Where Steph Curry could take his brand, and how much might a deal be worth, isn’t clear. According to Telsey Advisory Group’s (TAG) Cristina Fernández, the Curry brand has several athletes signed under it, “most notably De’Aaron. Fox whose latest signature shoe the Curry Fox 2” having just launched. She pointed out that even though Under Armour has agreements with these athletes, the basketball star has right of first refusal. That means that Steph Curry could take the athletes with him.
“The separation of the Curry brand is not expected to have a significant impact on Under Armour’s profitability,” the analyst said. That’s an indication that sales for the Curry brand have decelerated, and perhaps a sign that the contract also was a big expense for Under Armour.
So who might be the next partner for Steph Curry?
“While Nike and Adidas could be interested in the Curry brand, we also see New Balance, Puma, Reebok, Anta Sports and Li-Ning as potential suitors,” the TAG analyst said.
Some on Wall Street, including Fernández, believe that the Under Armour and Steph Curry partnership never materialized to its full potential. And while ending the partnership will give Under Armour the benefit of some cost savings, Fernández said the move isn’t without some risks.
“Without the Curry shoe, it will make it harder for Under Armour to gain more shelf space in…