Matt Varga Few with an interest in basketball or sneakers are strangers to the Steph Curry – Under Armour divorce at this point, a stunning reversal of course between one of the game’s biggest stars and the brand that redoubled their commitment to him with a lifetime deal just under four years before.
Now, another domino falls in their roster. Kelsey Plum, two-time WNBA champion and multi-time All-Star, is now parting ways with the brand. According to Front Office Sports, UA said in a statement: “We appreciate the partnership we’ve had with Kelsey and everything she’s contributed. As we sharpen our focus and build for what’s next, we’re moving in different directions. We wish her the best.”
It’s hard not to think of this news and the Curry departure as of a piece with one another. Yet outside of that starry duo, Under Armour has remained steadfast in building out and maintaining their basketball division. Within the past year, they’ve inked deals with recent #4 overall pick Lauren Betts (a UCLA Bruin at the time of signing), while De’Aaron Fox and Davion Mitchell each flexed versions of the Spurs star’s signature, albeit ditching Curry logos for UA brands.
Plum has yet to issue a public statement in response to this break-up or where she may land post-UA. However, speculation regarding her sponsorship status was already swirling before this news became public. The Sparks superstar has frequently been spotted in adidas gear, both off-the-court and during Unrivaled action. Again per FOS, her swap to the Three Stripes during training came from a potential issue with UA gear, though brand representatives assuaged that she was still under their umbrella. That said, with KP’s 4-year agreement set to expire later in ’26, cutting ties before the ultimate end of that term may have been little more than a formality.
We’ll keep this article updated as any additional information comes to light.
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