Under Armour and Stephen Curry Announce Separation of Curry Brand

As part of this strategic move, Stephen Curry will take the reins of the Curry Brand, allowing it to evolve independently from Under Armour. The partnership, which began in 2020, has been instrumental in blending performance innovation with impactful community investments, particularly in youth sports and underfunded basketball programs.

Under Armour will continue to focus on its namesake brand, developing new basketball products and sustaining its support for athletes and programs across all levels of the game. As a capstone to their partnership, the final Curry Brand x Under Armour shoe, the Curry 13, is set to launch in February 2026, with additional colorways and apparel collections slated for release through October 2026.

Kevin Plank, Founder and CEO of Under Armour, expressed heartfelt sentiments regarding 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 highlighted Curry's contributions to building a brand characterized by credibility, community impact, and high-performance products. He emphasized that this separation aligns with Under Armour's need for discipline and focus during a critical stage of its turnaround strategy.

Stephen Curry shared his reflections on the partnership, stating, "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." He emphasized that the mission of Curry Brand—to "change the game for good"—will continue to thrive as the brand embraces its newfound independence. Curry expressed enthusiasm for a future focused on aggressive growth and a steadfast commitment to supporting the next generation of athletes.

This separation allows both Under Armour and Curry Brand to concentrate on their respective strengths. Plank noted, "This move lets two strong teams do what they do best. 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 UA."

As Under Armour continues to sharpen its focus on its core brand, the legacy of the Curry Brand partnership stands as a testament to the power of collaboration in the sporting world. The future of both entities appears promising, with Under Armour committed to its innovative approach to athletic performance and Curry Brand poised to carve its unique path in the industry.

For more information about Under Armour, its products, and its initiatives, visit Under Armour's official site.