Under Armour and Stephen Curry Announce Separation of Curry Brand, Focusing on Core brand Revival
A strategic shift will see Under Armour refocus on its namesake brand as it separates from Curry Brand, ending a decade-long partnership with Stephen Curry. The move, announced November 13, 2025, signals a renewed commitment to performance apparel and a critical stage in the company’s turnaround efforts.
Baltimore, MD – Under Armour, Inc. (NYSE: UAA, UA) and Stephen Curry revealed plans today to dissolve Curry Brand, a partnership that has significantly impacted the landscape of performance product development and athlete-driven marketing over the past ten years. The decision allows both entities to pursue self-reliant growth strategies, with Under Armour concentrating on strengthening its core brand identity and expanding its basketball offerings.
The final product collaboration, the Curry 13 shoe, is slated for release in February 2026, with additional apparel collections to follow through October 2026. This phased separation will allow for a smooth transition as Curry Brand establishes itself as an independent entity.
According to a company release, Kevin Plank, Founder and CEO of Under Armour, expressed gratitude for the partnership. “It’s been an incredible privilege to work with Stephen,who as President of curry Brand has been much more than an ambassador – he’s become a thoughtful and strategic business leader,” Plank stated. “Together with our teammates, he helped build something rare: a brand with credibility, community impact, and product that performs at the highest level. For Under Armour, this moment is about discipline and focus on the core UA brand during a critical stage of our turnaround. And for Stephen, it’s the right moment to let what we created evolve on his terms.”
Launched in 2020,Curry Brand distinguished itself by integrating performance innovation with ample community investments,particularly in youth sports and underfunded basketball programs. Under Armour’s Project Rampart youth sports and education initiative was expanded to Oakland through this collaboration, and the company affirmed its continued support for these efforts.
Stephen Curry echoed the sentiment of mutual respect and growth. “under Armour believed in me early in my career and gave me the space to build something much bigger and more impactful than a shoe. I’ll always be grateful for that,” Curry said. “Curry Brand was created to change the game for good and over the past 5 years,we successfully changed the game for kids,for communities,and for basketball. What Curry Brand stands for, what I stand for and my commitment to that mission will never change, it’s only growing stronger. I’m excited for a future that’s focused on aggressive growth with a continued commitment to keep showing up for the next generation.”
Plank further emphasized the strategic benefits of the separation. “This move lets two strong teams do what they do best,” he added. “Under Armour is focused on product innovation and performance for athletes at every level. Curry Brand gets the independence to determine its own future. That’s good for stephen and good for
why: Under Armour is refocusing on its core brand and turnaround efforts, while Stephen Curry wants independent control to grow Curry Brand.
Who: Under Armour, Inc. and Stephen Curry.
What: The dissolution of Curry Brand, a partnership lasting ten years.
How: Through a phased separation, with the final product collaboration (Curry 13) releasing in February 2026, and apparel collections
