Steph Curry is officially leaving Under Armour, ending one of the most surprising and influential athlete-brand partnerships in modern sports history. But how did a relationship that reshaped sneaker culture, revived an apparel company, and built a $173 million business line come undone? In this episode of Sportly, host Kavitha Davidson breaks down the full story  from the now-infamous Nike meeting where executives called him “Stefan,” to Curry becoming the face of Under Armour, to the brand’s recent struggles, and why analysts say UA “never understood sneaker culture.”  We explore: The botched Nike pitch that pushed Curry toward Under Armour How Steph’s signature shoes became a billion-dollar footwear engine Why Under Armour’s leadership was seen as out of touch with basketball and hip-hop culture What Curry’s move means for the future of the Curry Brand Whether we’re entering a new athlete era where stars become owners, not endorsers like Serena Williams, Tom Brady, and Dwyane Wade. Host: Kavitha A. Davison | Producer: Paroma Chakravarty I Executive Producer: Saadia Khan | Sound Designer & Editor: Paroma Chakravarty ITheme Music: Simon Hutchinson | Other Music: Epidemic Sound | Cover Art Graphic Designer: Sarah DiMichele Join us as we create new intellectual engagement for our audience. You can get more information at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠http://immigrantlypod.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Please share the love and leave us a review on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Apple Podcasts⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ & ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Spotify⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ to help more people find us!  Remember to subscribe to our Apple podcast ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠channel ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠for insightful podcasts.  You can reach the host, Kavitha, at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠kavitha@immigrantlypod.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Follow us on TikTok @immigrantly  Sportly IG @sportlypod Sportly is an Immigrantly Media Production For advertising inquiries, you can contact us at info@immigrantlypod.com Learn more about your ad choices. Visit megaphone.fm/adchoices