Stephen Curry, the Golden State Warriors guard and four-time NBA champion, has terminated his long-standing endorsement deal with Under Armour and signed a new agreement with a Chinese sportswear manufacturer, sources confirmed on Tuesday. The move marks a significant shift in the global sports endorsement landscape, as one of basketball’s most marketable athletes pivots towards a brand seeking to expand its international footprint.
Curry had been with Under Armour since 2013, a partnership that produced multiple signature shoe lines and elevated the brand’s profile in basketball. However, recent strategic differences and a desire for greater ownership in his product line are understood to have driven the separation. The Chinese brand, whose identity has not been officially confirmed, is expected to offer Curry a more integrated role, including equity and creative control over his own sub-brand.
Industry analysts note that this deal reflects the growing influence of Chinese companies in global sportswear, challenging established players like Nike and Adidas. The move also comes amid increasing geopolitical tensions, though both parties have emphasised commercial rather than political motivations.
Curry’s agent confirmed that the agreement is a multi-year deal valued at over $1 billion, making it one of the largest endorsement contracts in sports history. The first signature shoe with the new brand is expected to launch in time for the next NBA season.
Under Armour declined to comment on the split, but has restructured its basketball division in recent months as part of a broader turnaround strategy. Analysts predict the loss of Curry could significantly impact Under Armour’s market share in North America.
Curry, 36, remains one of the NBA’s most influential figures both on and off the court. His decision to align with a Chinese brand will be closely watched by other athletes and corporate sponsors in the region.
