A Decade-Long Partnership Ends: Stephen Curry and Under Armour Part Ways to Chart New Courses
In a move that’s sure to spark conversations across 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 Under Armour shifts its focus back to its core brand, Curry is set to take the helm of his own independent venture. What does this mean for both parties? And this is the part most people miss—how will this separation redefine the future of athletic branding and community impact?
Under Armour, under the leadership of Founder and CEO Kevin Plank, will double down on its namesake brand, launching new UA Basketball products and continuing its support for athletes and programs at all levels. The final collaboration between Curry Brand and Under Armour, the Curry 13 shoe, will release in February 2026, with additional colorways and apparel collections available through October 2026. This transition isn’t just about ending a chapter; it’s about strategically refocusing efforts during a critical stage of Under Armour’s turnaround.
Kevin Plank reflected on the partnership, saying, ‘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. Together, we built something rare: a brand with credibility, community impact, and products that perform at the highest level.’ Plank emphasized that this move allows Under Armour to concentrate on its core mission while giving Curry the freedom to shape his brand’s future.
Launched in 2020 as an extension of Curry’s long-standing relationship with Under Armour, Curry Brand has been a powerhouse of performance innovation and community investment. The brand has made significant strides in youth sports and underfunded basketball programs, aligning with both Curry’s and Under Armour’s values. Notably, Under Armour expanded its Project Rampart initiative to Oakland, a commitment it will continue to honor even after the separation.
Stephen Curry shared his gratitude and vision, 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. 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. My commitment to this mission will never change—it’s only growing stronger.’* Curry’s excitement for the future is palpable, as he looks to aggressively grow his brand while staying true to its core values.
But here’s the controversial question: Can Curry Brand thrive independently, or will it struggle without the backing of a global powerhouse like Under Armour? And conversely, is Under Armour risking losing a significant cultural and market edge by letting go of one of its most influential partnerships? These are the questions that will undoubtedly fuel debates among fans, analysts, and industry insiders.
Plank summed it up best: ‘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.’*
About Under Armour, Inc.
Headquartered in Baltimore, Maryland, Under Armour is a global leader in athletic performance apparel, footwear, and accessories. With a mission to empower human performance, the company’s innovative products and experiences are designed to help athletes reach their full potential. For more information, visit http://about.underarmour.com.
What’s your take? Do you think this separation will benefit both parties, or is one side poised to gain more than the other? Share your thoughts in the comments below—let’s keep the conversation going!
