Steph Curry and Under Armour Part Ways

After a dozen years repping the Under Armour name, Steph Curry is officially a sneaker free agent. Considering that just two years ago, Curry signed a new deal with the apparel company that netted him $75 million in Under Armour stock, this came as a huge surprise to the basketball and sneaker world.

On Friday evening, Curry brought even more attention to the Golden State Warriors and San Antonio Spurs NBA Cup game when he came out for warmups wearing Nike Kobe 6s Mambacita Sweet 16 editions.

For Under Armour, the timing of this breakup couldn't be worse, as the company is in the middle of a restructuring with its basketball line bringing in between $100–$120 million annually, far less than what it envisioned considering Curry's status as one of the NBA's great players. At the same time, Curry kept the brand relevant in the basketball world for over a decade with 13 signature shoes and multiple special editions, but weak sales and low demand forced Under Armour to make a business decision and focus on its core brand.

So where does Curry go from here? Most figure that the obvious answer is back to Nike, where he started before leaving in 2013, as “the Swoosh” has the infrastructure and the resources to make the Curry Brand one of the top lines in basketball. However, at 37 years old and in the twilight of his playing days, Curry wants his brand to carry on past his retirement, similar to the way Jordan Brand has transcended MJ’s life after basketball.

Could Curry go independent, or partner with a smaller brand looking for credibility to back? The perk of being Steph Curry is that he has options and a well-built reputation. With the ability to keep full ownership of his “Splash” logo, whatever route he chooses, the company that lands him isn't just getting an NBA player; they're getting a ready-made brand with built-in credibility and star power.