Dwyane Wade says the Steph Curry–Under Armour split shows how much the sneaker industry is stru…

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Curry’s split from Under Armour over ‘underinvestment’ concerns opens door for rival brands

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Warriors G Steph Curry and his advisers “became frustrated by what they viewed as underinvestment” in Under Armour, leading to their mutual decision to end the partnership, as the division’s sales were not “meeting the company’s or Curry’s expectations,” according to sources cited by Bhasin & Williams of BLOOMBERG NEWS. Sources noted that one “sore point” for Curry was the attempt last year to recruit Fever G Caitlin Clark to join his brand. He and the company “pursued the phenom, but Under Armour’s offer trailed the total value of Nike’s pitch.” As Under Armour founder & CEO Kevin Plank returned to the helm early in 2024, a source said that Curry “hoped that Plank would invest more in his line.” According to the separation agreement, Curry and Under Armour “have unfinished business.” The company will “debut the final Curry shoe in February.” Curry now “presents a rare opportunity” for the world’s largest sportswear companies. With a “potential partnership up for grabs,” industry sources say that the biggest basketball brands, including Nike, Adidas and Puma, are “sure to approach him.” A source noted that Curry has not “discussed a potential new deal yet with any sneaker companies.” Any future discussions “might be awkward for Nike, which had bungled a past deal with Curry.” Nike, however, remains “dominant in basketball and has signed many of the sport’s top athletes to its brands.” Meanwhile, Adidas has “made inroads on the court” (BLOOMBERG NEWS, 11/21).

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