Under Armour Shares Drop 2% After Ending Steph Curry Endorsement Deal

Under Armour's stock (UAA) fell 2% on November 14 following the abrupt termination of its 13-year partnership with NBA superstar Steph Curry. The athletic apparel Maker cited mutual agreement but provided no specifics behind the split, leaving investors questioning the timing as the company struggles to revive sales.

The breakup severs ties between Under Armour and Curry Brand, the basketball-focused line co-created with the athlete. Curry retains full ownership of the brand and may pursue new retail partnerships. The final collaborative shoe release, 'Curry 13,' remains scheduled for February 2026.

CEO Kevin Plank framed the decision as strategic focus during Under Armour's turnaround efforts. 'This moment is about discipline on our Core brand,' Plank stated, while acknowledging Curry's right to evolve the partnership independently. Market reaction reflects concerns about losing a high-profile ambassador during a critical restructuring phase.