The future of Steph Curry’s brand is a hot topic, especially as it prepares to part ways with Under Armour in 2026. This separation has sparked curiosity about the brand’s next move and the potential impact on the industry.
A Star Athlete’s Brand Evolution:
The partnership between Under Armour and Steph Curry has been a significant one, spanning 12 years since its inception in 2013. Over time, the Curry brand has grown, and the athlete was even granted a lifetime deal in 2020. However, sales dynamics have shifted, and Under Armour is undergoing a significant restructuring process.
The Brand’s Next Chapter:
As Steph Curry explores new horizons, the question arises: where will his brand go next? Telsey Advisory Group’s analyst, Cristina Fernández, sheds light on the situation. She reveals that the Curry brand has a roster of athletes, including De’Aaron Fox, whose signature shoe has just been released. Interestingly, despite Under Armour’s agreements, Curry holds the right of first refusal, potentially allowing him to bring these athletes along.
A Mutually Beneficial Split?
Fernández suggests that the separation might not significantly affect Under Armour’s profitability, indicating a possible slowdown in Curry brand sales and a substantial expense for Under Armour. This raises the question: was the partnership not as fruitful as it could have been?
The Race for a New Partnership:
With Curry’s brand on the market, speculation about his next partner is rife. Fernández mentions that while Nike and Adidas are potential contenders, New Balance, Puma, Reebok, Anta Sports, and Li-Ning could also be in the running. But here’s where it gets controversial—some industry experts believe the Under Armour-Curry partnership didn’t reach its full potential, and while Under Armour saves costs, it risks losing valuable shelf space and the ability to attract top athletes.
Under Armour’s Strategy Moving Forward:
Under Armour’s recent earnings report reveals a focus on streamlining and innovation. CEO Kevin Plank emphasizes a refined strategy and aesthetic in footwear, aiming to build on successful franchises. The upcoming seasons will showcase new products, like the Velociti distance run shoe and the Shadow and Magnetico football boots.
A New Direction for Under Armour:
Analysts like Jefferies’ Randal Konik view Under Armour’s restructuring positively, noting a return to basics. Williams Trading’s Sam Poser adds that young consumers are increasingly drawn to the brand, a positive sign for its future. Despite the separation from Curry, Under Armour continues to boast an impressive roster of stars, including marathon runner Sharon Lokedi, NFL quarterback Cam Ward, and WNBA star Nika Mühl.
As the story unfolds, the industry eagerly awaits Steph Curry’s next move, and the potential impact on the sportswear landscape could be significant. Who will be the lucky brand to partner with this basketball legend, and what innovations will they bring to the table? The future of the Curry brand is a captivating narrative, leaving fans and industry insiders alike on the edge of their seats.