Golden State Warriors icon Stephen Curry made huge waves earlier this month after he announced the end of his 13-year-long partnership with sportswear brand Under Armour. Moreover, due to the four-time NBA champion’s loyal image throughout the sporting world, having played for just one franchise and with the same number. 30 on his back for decades. However, a great deal was happening behind the scenes.

Initially, this split between Under Armour and Curry was thought of as a difference in plans, rather than anything personal, but that wasn’t the case. In a recent revelation made by the Sports Business Journal, the Warriors point guard and his advisors reportedly “became frustrated by what they viewed as underinvestment” in Under Armour, leading to their eventual breakup.

While the company

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