Caitlin Clark Played a Role in Steph Curry's Departure From Under Armour

Summary

• Stephen Curry ended his partnership with Under Armour due to frustration over perceived “underinvestment” in his signature basketball brand

• The final catalyst was the brand’s failure to sign Caitlin Clark, despite Curry personally advocating for the star

• The separation is a major setback for Under Armour’s basketball division and leaves Curry as a high-profile sneaker free agent

The surprising end to Stephen Curry’s decade-long partnership with Under Armour was primarily driven by the company’s perceived lack of investment and a monumental recruiting failure involving Caitlin Clark.

According to a report by Bloomberg, the two-time MVP and his representatives had long “became frustrated by what they viewed as underinvestment,” feeling the brand was unwilling to commit the necessary resources to elevate the basketball division globally. The situation came to a head during the pursuit of WNBA phenom Caitlin Clark. Curry personally assisted Under Armour in trying to recruit the generational talent for his signature brand. The publication wrote,

“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.”

The company lost Clark to Nike, whose offer was substantially higher than the $16 million USD four-year contract reportedly pitched by Under Armour, “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.” Losing the biggest name in women’s basketball — a player many believe will create a nine-figure market — intensified Curry’s concerns about the brand’s commitment to the future of the sport.

The separation, though amicable, marks a major setback for Under Armour, which is undergoing a broader restructuring to focus on its core apparel business. For Curry, the mutual split provides immediate sneaker-free agency. After more than a decade as the face of the brand, his departure and the failure to sign Clark will be remembered as one of the most consequential missed opportunities in modern sneaker history.