Rumors

One sore point for Curry was the attempt last year to recruit Caitlin Clark to join his brand, according to people familiar with the matter. He and the company pursued the phenom, but Under Armour’s offer trailed the total value of Nike’s pitch, the people said. Clark, now a star in the WNBA, opted to sign with Nike.

Bloomberg

Curry and his advisers became frustrated by what they viewed as underinvestment in the brand, according to people familiar with the situation who asked to not be identified because details of the relationship are private. Meanwhile, the division’s sales weren’t meeting the company’s or Curry’s expectations, the people said.

Bloomberg

Now that you're breaking news, where’s Steph taking his marketing talents? I heard Nike's on the table. Kevin Durant: That would be incredible. I hope that happens. Yeah, he should — no disrespect to Under Armour — he should have always been a Nike athlete. But he built his brand, and this is an exciting time for him to be able to choose, and to have people out there that still want your services.

YouTube

The shocking business news of the week was a revelation that, after 12 years together, Steph Curry is leaving Under Armour. On Friday night, Steph made waves by warming up against the San Antonio Spurs wearing Kobe Nikes. He went on to play in his UA shoes, but a message was sent that he’s open for business.

houseofstrauss.com

Shams Charania: Golden State Warriors star Stephen Curry and Under Armour have parted ways, ending their longstanding partnership. Curry's standalone endeavor Curry Brand will move forward independently.

x.com

Shams Charania: Curry's shoes through Under Armour will continue as planned through 2026, but he and his company Curry Brand are entering sneaker free agency.

x.com

Meanwhile, active NBA players who have taken the position must juggle their own practice and team obligations. Schools everywhere are thinking constantly about “how do we stay competitive and set ourselves apart in this (NIL) market,” said Austin Buntz, Davidson’s lead GM, who previously worked with Stephen Curry at Under Armour. In the transfer portal era, mid-majors — especially those without football revenue — have to fight to avoid becoming farm teams for power conferences. Cash helps that cause. Curry and fellow Davidson alum Matt Berman, who played soccer at the school, along with the Berman family, started a fund for men’s and women’s basketball.

New York Times

Shares of apparel brands Nike, On Holding and Under Armour all plunged at the start of trading in New York Thursday as traders rushed to adjust to worldwide tariffs imposed by President Donald Trump. Nike fell 14%, sneaker maker On surrendered 16% and Under Armour plunged 20%.

Sportico

Williams implements Curry’s strategic vision and goals, budget approvals, departmental project management, team building and corporate culture development. She also drives company growth and performance while reflecting the values and goals defined by Curry. She acts as his non-NBA agent and prioritizes key business opportunities and creative endeavors that evolve Thirty Ink. She also has her eye on long-term strategy and maintains their business relationships with Under Armour’s Curry Brand, JPMorgan Chase, Rakuten, Callaway and more. As part of Curry’s Unanimous Media arm, she also served as executive producer on Max’s About Last Night, as well as Apple TV+’s sports documentary Stephen Curry: Underrated. “She is the point person to make sure the integrity of deal structure is aligned with our mission,” Curry said. “She manages our whole team, manages my schedule, is the point person on making sure I’m represented well in every conversation, every meeting. “And obviously, my direct kind of point of contact on all things business, strategy planning or decision making. So, she’s got a big role. It’s grown tremendously over the last three years and I’m sure it’ll continue to evolve.”

Andscape

Once TNT agreed to televise more than 45 games on TNT, truTV and Max, all in prime time, for $100 million over six years (with a three-year out), the league was solid oak. A $7 million seed round turned into a $28 million Series A, with A-list investors such as Carmelo Anthony, Michael Phelps, Giannis Antetokounmpo and Marc Lasry. Ally (which will have its logo on the front of all jerseys) was joined by partners such as Ticketmaster, Miller Lite and Under Armour.

Sports Business Journal

A group of the top women’s basketball players in the world will debut the Unrivaled basketball league next month. When they do so, they’ll be wearing uniforms provided by Under Armour. The Baltimore-based sportswear brand agreed to a “multiyear partnership” with Unrivaled, a 3-on-3 league played on a compressed court. The league will begin play Jan. 17 in Miami, with games airing on TNT.

The Baltimore Banner

Nick DePaula: OFFICIAL: OKC Thunder wing @Aaron_Wiggins_ has signed a multi-year shoe deal with Under Armour. 📄✍️ A key part of the deal, Wiggins will launch his own grassroots team on the brand’s UAA circuit — A Wigg Elite — based in his home state of North Carolina.

x.com

Sean Cunningham: De’Aaron Fox fields questions about the addition of DeMar DeRozan, his signature shoe with Under Armour, his trip to China with Stephen Curry and the talent surrounding his Sacramento Kings. pic.x.com/WchMCWVFYj

Twitter

As Clark was cooling off from that 49-point performance, her agents were turning up the temperature on the shoe-company reps. They informed the brands courting her—which included Nike, Adidas, Under Armour and Puma—that winning her commitment would take a historic offer: $3 million a year at the very minimum. Some of the brand reps were shocked by the number. It was a huge sum for a women’s basketball player, few of whom ever receive deals worth more than six figures.

Wall Street Journal