Key Highlights
- Under Armour and Stephen Curry agree to separate the Curry Brand from Under Armour.
- The partnership has lasted over a decade and redefined performance product and athlete-led storytelling.
- Under Armour will focus on its namesake brand, developing new products for basketball athletes.
- Curry will become independent of Under Armour under the separation agreement.
New Era for Curry Brand
On November 13, 2025, Under Armour and Stephen Curry announced plans to separate the Curry Brand from the parent company. This move marks a significant chapter in both Under Armour’s brand strategy and Curry’s personal growth as an entrepreneur.
End of an Era
The partnership between Under Armour and Stephen Curry has been transformative, spanning over five years since its launch in 2020. Together, they redefined the landscape of athlete-led storytelling and performance innovation, creating a brand that is deeply rooted in community impact and product excellence.
Under Armour’s Focus
With this separation, Under Armour aims to realign its focus on its core brand during a critical stage of its turnaround. Kevin Plank, the founder and CEO of Under Armour, emphasized the importance of discipline and focus: “For Under Armour, this moment is about discipline and focus on the core UA brand during a critical stage of our turnaround.” The company plans to continue supporting athletes across every level of basketball.
Curry’s Independence
Stephen Curry, known as the President of Curry Brand, will now operate independently. In his statement, Curry expressed gratitude for Under Armour and highlighted the impact they have had on him: “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.” He also noted that Curry Brand has successfully changed the game for kids, communities, and basketball as a whole.
Future Plans
The final Curry Brand x Under Armour product, the Curry 13, will be released in February 2026. Additional colorways and apparel collections are planned to run through October 2026. Plank added that this move lets two strong teams do what they do best: “This move lets two strong teams do what they do best,” he said. “Under Armour is focused on product innovation and performance for athletes at every level. Curry Brand gets the independence to determine its own future.”
The separation between Under Armour and Stephen Curry signifies a new chapter in both parties’ journeys, with Curry looking forward to continued growth and impact: “I’m excited for a future that’s focused on aggressive growth with a continued commitment to keep showing up for the next generation.”
