A Decade-Long Partnership Ends: Stephen Curry and Under Armour Part Ways to Chart New Courses
In a move that’s sure to shake up the sports and business worlds, Under Armour, Inc. (NYSE: UAA, UA) and NBA superstar Stephen Curry have announced the separation of Curry Brand from Under Armour. This decision marks the end of a partnership that, for over a decade, has been synonymous with groundbreaking performance products and athlete-driven storytelling. But here’s where it gets intriguing: while this separation signals a shift, it’s also a strategic step forward for both parties, allowing them to focus on their unique strengths and ambitions.
Under Armour, under the leadership of Founder and CEO Kevin Plank, will double down on its core brand, aiming for a comeback that prioritizes innovation and athlete support across all levels of basketball. The company will continue to develop new UA Basketball products, ensuring its commitment to the sport remains unwavering. Meanwhile, Curry Brand will gain independence, allowing Stephen Curry to steer its future with the same vision and impact that have defined his career both on and off the court.
The Final Chapter of Curry Brand x Under Armour
As part of the separation, Under Armour will release the Curry 13—the last shoe under the Curry Brand x Under Armour collaboration—in February 2026, as originally planned. Additional colorways and apparel collections will be available through October 2026, giving fans one last chance to own a piece of this iconic partnership.
Kevin Plank Reflects on a Rare Achievement
Kevin Plank shared his thoughts on the partnership, highlighting Curry’s role as more than just an ambassador. “Stephen has been a thoughtful and strategic business leader,” Plank said. “Together, we built something extraordinary—a brand with credibility, community impact, and products that perform at the highest level.” Plank emphasized that this separation is about discipline and focus for Under Armour, particularly during a critical stage of its turnaround. For Curry, it’s an opportunity to let Curry Brand evolve on his terms. “We’ll always be grateful for what he’s brought to the UA team,” Plank added.
Curry Brand: A Legacy of Impact
Launched in 2020 as an extension of Curry’s long-standing partnership with Under Armour, Curry Brand has been more than just a product line. It’s been a platform for performance innovation and community investment, particularly in youth sports and underfunded basketball programs. Through this partnership, Under Armour expanded its Project Rampart initiative to Oakland, a commitment the company vows to continue.
Stephen Curry’s Vision: Bigger Than Basketball
Curry himself reflected on the journey, expressing gratitude for Under Armour’s early belief in him. “They gave me the space to build something much bigger and more impactful than a shoe,” he said. “Curry Brand was created to change the game for good, and over the past five years, we’ve successfully changed the game for kids, for communities, and for basketball.” Curry emphasized that his mission and commitment to making a difference will only grow stronger. “I’m excited for a future focused on aggressive growth and continuing to show up for the next generation,” he added.
A Win-Win for Both Sides
Plank summed up the separation as a win-win: “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, while Curry Brand gains the independence to determine its own future. That’s good for Stephen and good for UA.”
And this is the part most people miss...
While the separation is amicable, it raises thought-provoking questions about the future of athlete-led brands. Can Curry Brand maintain its momentum independently? Will Under Armour’s focus on its core brand lead to a resurgence in its market position? And what does this mean for the broader landscape of sports partnerships? We’d love to hear your thoughts—do you think this separation will benefit both parties, or are there potential pitfalls ahead? Share your opinions in the comments below!
About Under Armour, Inc.
Headquartered in Baltimore, Maryland, Under Armour is a global leader in athletic performance apparel, footwear, and accessories. Designed to empower athletes, Under Armour’s innovative products and experiences are engineered to enhance human performance. For more information, visit http://about.underarmour.com.
