In a surprising turn of events, Golden State Warriors superstar Stephen Curry has ended his partnership with Under Armour, a brand with which he has been associated for over a decade now. On Thursday, Nov. 13, it was reported that Curry and global sportswear brand Under Armour, valued at $1.99 billion (according to Forbes), have ended their 12-year relationship.

While there are no internal conflicts associated with the switch, it is described as more of a structural change, as the 37-year-old’s signature shoe line has evolved into the “Curry Brand” that operates under the Under Armour umbrella. With its success allowing it to become an independent brand, the move to end ties with Under Armour is Curry Brand’s first step towards taking control of its creative direction and brand image.

 

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Curry Brand may take its portfolio elsewhere or even move forward on a different route. With this, let’s look at three options that Curry Brand can consider now that he is no longer with Under Armour.

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Three Best Options Stephen Curry Can Take With Curry Brand, Which Is No Longer With Under Armour

#3 Nike

Before he signed with Under Armour in October 2013, Stephen Curry wore Nike team models and non-signature sneakers such as the 2012 Hyperfuse. It was infamously reported that Curry left the brand for Under Armour as he felt Nike undervalued him, citing an instance where they botched his name during a pitch. Nevertheless, Nike is a sneaker and sportswear giant that can help the Curry Brand grow exponentially.

#2 Adidas

Adidas has had a guard-heavy rotation for years now when it comes to signature sneaker athletes for basketball. From Tracy McGrady in the 2000s to Derrick Rose and John Wall in the early 2010s to now being headlined by Anthony Edwards, James Harden, Donovan Mitchell, and Damian Lillard, Stephen Curry’s Curry Brand may thrive as a subsidiary of the brand, given its long-standing history of working with athletes of Curry’s stature.

#1 Be Its Own Brand

Perhaps the best course of action for the four-time NBA champion to take with Curry Brand is just to let it be its own individual brand. Given the popularity and cultural significance the brand has achieved since its inception, it can follow the footsteps of Michael Jordan’s Jordan Brand, which operates under Nike. This time, however, Curry Brand can be its own entity, with full discretion on its product lines.

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