[Drew London] The Breakup is Getting Ugly: Under Armour Takes Curry Brand’s Instagram Followers
[Drew London] The Breakup is Getting Ugly: Under Armour Takes Curry Brand’s Instagram Followers
Even though Under Armour told Sole Retriever directly back in December that “as part of the separation agreement, Steph Curry will own the logo, trademark and brand,” it seems like they’re going back on that promise now. Guess Pete Davidson didn’t give those new skate shoes the bump they expected
We noticed recently that Curry Brand had just 200-something followers on Instagram, which was just wrong. Steph’s eponymous brand had roughly half a million followers before their breakup at the end of last year. So, we looked into it. Turns out, the Under Armour Basketball division’s Instagram account was losing, on average, a little more than 3,400 followers every month throughout all of 2025–until December. In the final month of last year, the UAbasketball account gained 497,341 followers.
Multiple sources familiar with the situation have told us this shift occurred internally, sharing details regarding the sequence of events leading to the change. We have also been told that specific requirements were communicated to Stephen Curry in order to retain ownership and control of these Curry Brand assets (including followers), and that his failure to meet those requirements resulted in the transfer of associated digital assets.