Sportwear retailer Under Armour (UA) is ending its long-running partnership with NBA star Stephen Curry, leading to the separation of Curry Brand from the company.
Curry Brand will become independent of Under Armour as the sportswear retailer shifts focus back to its core label and launches new UA Basketball products.
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The Curry 13, the final Curry Brand and Under Armour shoe, will launch in February 2026 as planned, with additional colourways and apparel running until October 2026.
Under Armour founder and CEO Kevin Plank stated: “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 with our teammates, he helped build something rare: a brand with credibility, community impact and product that performs at the highest level. For Under Armour, this moment is about discipline and focus on the core UA brand during a critical stage of our turnaround.”
Curry Brand launched in 2020 as an extension of Stephen Curry’s collaboration with Under Armour, which has spanned more than a decade.
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By GlobalDataThe brand combined performance product development with community initiatives, backing youth sports and underfunded basketball programmes.
The partnership enabled Under Armour to expand its Project Rampart youth sports and education initiative to Oakland, and it will continue to back this programme.
Baltimore, Maryland-based Under Armour develops and distributes athletic performance apparel, footwear and accessories.
Stephen Curry stated: “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.”
The brand’s split was announced concurrently with an expanded company restructuring plan.
The revised plan is now estimated to cost $255m – $95m more than initially projected – covering costs linked with the brand separation, additional contract terminations, asset impairment and severance.
Under Armour’s basketball segment, which includes the Curry brand, is expected to generate between $100m and $120m in revenue in fiscal 2026.
Curry Brand’s separation will not have a significant impact on its financial results or profitability.
In early November 2025, Under Armour appointed Reza Taleghani as its next chief financial officer (CFO), effective from February 2026.
Taleghani, who has more than 25 years of international finance and operations experience, will succeed David Bergman.
