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.

The 497,341 followers Under Armour Basketball added was the exact number @CurryBrand lost, meaning Under Armour had Instagram migrate Curry’s followers to their UA Basketball account, which the social media platform will do on occasion. All that was left on Curry Brand’s page after the mass exodus was 210 followers, which we can only assume are made up of Curry’s family and friends, plus roughly 85 Kevin Durant burner accounts.

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