Under Armour and Stephen Curry End Partnership: What's Next for Curry Brand?

Why this matters: The split signifies a strategic shift for both parties. Under Armour seeks to regain market share by concentrating on its primary brand, while Curry gains full control over his brand's direction and future collaborations.

Background

Stephen Curry's partnership with Under Armour began in 2013, gaining prominence as Curry's star rose in the NBA. Curry Brand was launched in 2020, extending the collaboration. However, Under Armour has faced sales declines and leadership changes, prompting a strategic realignment.

Details of the Split

The separation allows Curry Brand to operate independently, potentially partnering with other retailers. Under Armour will continue developing UA Basketball products separately. The final Curry Brand shoe under the UA partnership, Curry 13, is slated for release in February 2026, with remaining collections available until October 2026.

Under Armour's Perspective

Under Armour's CEO, Kevin Plank, highlighted the importance of focusing on the core UA brand during a critical turnaround period. He expressed gratitude for Curry's contributions and supports Curry Brand's independent evolution. Plank believes this move benefits both Under Armour and Stephen Curry, enabling each to concentrate on their strengths.

Curry's Perspective

Stephen Curry affirmed his commitment to the mission of Curry Brand, emphasizing aggressive growth and continued support for the next generation. Curry is excited about the future and the ability to evolve the brand on his own terms.

Impact and Future

This split marks a significant transition for both Under Armour and Curry Brand. Under Armour aims to revitalize its core brand amidst a competitive sportswear market, while Curry gains autonomy over his brand's direction and partnerships. The end of the partnership raises questions about the future strategies of both Under Armour and Curry Brand in the basketball and sportswear industries.

Under Armour is focusing on strengthening its core brand, while Curry wants to evolve his brand independently.

Curry will maintain sole ownership and can seek another retail partner.

The Curry 13 will be released in February 2026.

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