Under Armour Just Stole Curry Brand's Instagram Followers

The breakup gets petty as UA migrates 497,000 followers to their own account

The breakup between Steph Curry and Under Armour just got ugly.

According to Sole Retriever, Under Armour migrated nearly 500,000 Instagram followers from @CurryBrand to their @UAbasketball account in late December 2025. Not unfollowed accounts. Not a social media refresh. They literally took the followers that belonged to Curry Brand and moved them to their own basketball division account.

The @CurryBrand account now sits at around 10,000 followers (presumably owned by Stephen Curry now?). The @UAbasketball account gained 497,341 followers in December... the exact number that Curry Brand lost.

This is some scorned ex level pettiness, and it gets worse when you remember what Under Armour told Sole Retriever just a few weeks earlier in November.

They said “as part of the separation agreement, Steph Curry will own the logo, trademark and brand.”

Apparently that didn’t include the Instagram followers.

Here’s what makes this especially pathetic. The @UAbasketball account was losing an average of 3,400 followers every single month throughout 2025. Then suddenly in December, they gain nearly half a million followers? Either they discovered some magical engagement strategy that no brand in history has ever achieved, or they just moved Curry’s followers over to their account.

We all know which one it was.

I was following Curry Brand. I was not following UA Basketball. I just had to unfollow UA Basketball.

And I’m guessing I’m not the only one.