The Bay Area’s basketball icon, Steph Curry, is making waves once again – this time off the court. After a decade-long partnership, Curry and Under Armour are parting ways, marking a significant shift in the athlete’s business trajectory.

At 37, Curry has built more than just a basketball legacy; he’s crafted a multifaceted business empire that extends far beyond the hardwood. His partnership with Under Armour, which began in 2013, transformed the brand’s credibility in the competitive sneaker market. Curry’s two MVP awards, four NBA championships, and global influence made him a powerful ambassador for the athletic wear company.

The breakup comes at an interesting time. Under Armour has struggled in recent years, with its stock dropping a staggering 68.7% over five years. The sneaker market has become increasingly competitive, with brands like Nike, On, and Hoka gaining significant market share.

Curry’s final shoe with Under Armour, the Curry 13, is set to release in February. Despite the separation, both parties have expressed mutual respect. Under Armour’s CEO Kevin Plank praised Curry’s strategic business leadership, while Curry acknowledged the brand’s early belief in him.

This move isn’t just about sneakers for Curry. It’s part of his broader business strategy, which includes media production, a bourbon label, youth sports programs, and philanthropic initiatives. The Curry Brand will continue to operate, with athletes like De’Aaron Fox and Davion Mitchell still on board.

“Curry Brand was created to change the game for good,” Curry stated, emphasizing his commitment to youth and community development. This breakup seems less about an ending and more about a new beginning – a quintessential Bay Area entrepreneurial pivot.

As Curry enters this new chapter, the tech and sports world watches with anticipation. What’s next for the Warriors’ superstar and his ever-expanding brand? Only time will tell.