- Curry and Under Armour’s partnership began in 2013
- Golden State Warriors point guard was named president of Curry Brand in 2023
- Under Armour CEO Kevin Plank says company plans to focus on “core UA brand”
National Basketball Association (NBA) star Stephen Curry and sportswear brand Under Armour have agreed to end their partnership after 13 years.
As part of the split, Curry will maintain sole ownership of Curry Brand, the offshoot apparel division he launched with Under Armour in 2020, and is free to find another retail partner for it.
The Curry 13, the final Curry Brand shoe with Under Armour, will be released in February 2026.
The partnership began in 2013 and the pair signed a long-term extension in 2023 that saw Golden State Warriors point guard Curry named president of Curry Brand. At the time, Under Armour said the position would increase Curry’s ability to ‘drive athlete insights, product development and strategic business and marketing endeavours’.
“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,” said Under Armour chief executive Kevin Plank
“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. We’ll always be grateful for what he’s brought to the UA team.”
Curry added: “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 Brand was created to change the game for good and over the past five 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.”
The news that Curry and Under Armour are parting ways was announced alongside an expansion of the company’s restructuring plan. It is now expected to cost US$255 million after Under Armour allocated an additional US$95 million.
Under Armour estimates that its basketball business, including Curry Brand, will bring in US$100 million to US$120 million in revenue for fiscal 2026. The separation of Curry Brand is not anticipated to have a significant effect on Under Armour’s consolidated financial results or profitability.
SportsPro says…
Curry made waves when he signed with Under Armour over Nike, saying he was drawn to the company’s “underdog mentality”. Since then, the pact has been a central focus for Under Armour, with the creation of Curry Brand designed to help reach younger consumers and compete more directly with Nike’s lucrative Jordan Brand.
The abrupt announcement of the split comes as Under Armour struggles to reignite growth, with CNBC reporting sales have declined for four consecutive quarters. The return of founder Kevin Plank was intended to steady the ship, but established sportswear brands have faced pressure as newer competitors like On and Hoka gain market share.
To revive Under Armour’s fortunes, Plank plans to prioritise product innovation and performance for athletes and everyday consumers. He believes ending the union with Curry will give both sides the freedom and resources to “do what they do best”.
Even so, parting ways with one of sport’s biggest stars, who ranked fourth in SportsPro’s 50 Most Marketable Athletes list this year, is a shock, especially after Plank said as recently as 2023 that he “couldn’t imagine Under Armour without Stephen [Curry]”.
But clearly, a strong athlete roster hasn’t been enough to halt Under Armour’s decline, and the company now feels it must redefine itself to thrive.
As for Curry, he will be free to sign with another major brand or build Curry Brand independently.
Credit: https://www.sportspro.com/news/steph-curry-brand-under-armour-partnership-split-november-2025/
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