Under Armour and Stephen Curry are separating Curry Brand after a 13-year partnership.
Curry will maintain ownership of Curry Brand and can seek a new retail partner.
Under Armour will release the final Curry Brand x Under Armour shoe (Curry 13) in February 2026.
The separation is part of Under Armour's strategy to refocus on its core UA brand during a turnaround phase.
Curry Brand was launched in 2020 and has combined performance innovation with community investments, particularly in youth sports.
Under Armour's decision to split with Stephen Curry signals a strategic pivot towards its core brand. Launched in 2020, Curry Brand has been a significant part of Under Armour's basketball division, generating between $100 million and $120 million in revenue. The separation will cost Under Armour an estimated $95 million as part of an expanded restructuring plan.
Curry's partnership with Under Armour began in 2013, a move that surprised many as he left Nike to join the underdog brand. Over the years, Curry became synonymous with Under Armour's basketball line, achieving numerous accolades while wearing their shoes. As Curry Brand gains independence, the future could see Curry partnering with another major player like Nike or an upstart company seeking a major endorsement.
Q: Why are Under Armour and Stephen Curry separating?
Under Armour is focusing on its core brand, while Curry seeks independence to grow Curry Brand on his terms.
Q: What will happen to Curry Brand?
Curry will retain ownership and is free to find a new retail partner.
Q: When will the last Curry Brand x Under Armour product be released?
The Curry 13 will be released in February 2026, with additional releases through October 2026.
The separation allows Under Armour to concentrate on its core UA brand during a critical turnaround period.
Stephen Curry gains the freedom to evolve Curry Brand independently and explore new partnerships.
This move highlights the dynamic nature of athlete-brand relationships and the strategic decisions driving the sports apparel industry.
What do you think about the separation of Curry Brand and Under Armour? Share your thoughts and predictions for Curry's next move!
Share this article with others who need to stay ahead of this trend!
Monumental Sports & Entertainment (MSE) and Ticketmaster have announced a founding partnership to revolutionize the fan experience at MSE's ...
Robert Kraft, owner of the New England Patriots, has agreed to sell an 8% minority stake in the team, valuing the franchise at over $9 billi...
⚠ Disclaimer: Yanuki provides article summaries and links for reference only. Yanuki does not endorse, verify, or guarantee the accuracy of third-party sources. Please review original sources and verify information independently. Managed by the Yanuki Data Engine. Full Disclaimer