It is the end of an era. The partnership between Steph Curry and Under Armour, a relationship that fundamentally altered the sneaker landscape, has officially concluded.
But this is not a simple breakup. Curry Brand will now operate as a fully independent company, marking a seismic shift in the world of athlete endorsements. This is not a star player jumping to a rival; this is an MVP cashing in his chips to build his own empire.
