Under Armour and Stephen Curry Finalize Curry Brand Split
Under Armour and Stephen Curry have officially announced the separation of Curry Brand from Under Armour, marking the end of a significant partnership that transformed performance products and storytelling for athletes. This decision, disclosed on November 13, 2025, highlights Under Armour’s renewed focus on its core brand while Curry embarks on an independent journey.
Details of the Brand Split
After more than a decade of collaboration, Under Armour will now prioritize developing new basketball products under its main brand. The final product under the Curry Brand label, the Curry 13 shoe, is set to be released in February 2026. Following this, additional colorways and apparel collections will remain available until October 2026.
Leadership Comments
Kevin Plank, Founder and CEO of Under Armour, expressed gratitude toward Curry, acknowledging his role as more than just an ambassador. Plank stated, “Stephen has become a thoughtful and strategic business leader,” highlighting the partnership’s mutual benefits and achievements.
Curry Brand was established in 2020 as an extension of Curry’s collaboration with Under Armour. It focused on performance enhancement and investment in community initiatives, particularly in youth sports and underfunded basketball programs. Under Armour plans to continue supporting these community efforts, notably in Oakland, where the Project Rampart initiative has made a significant impact.
Stephen Curry’s Vision
Curry voiced his appreciation for Under Armour’s early belief in him, emphasizing the brand’s role in creating a more impactful platform beyond just footwear. He stated, “Curry Brand was created to change the game for good,” reaffirming his commitment to community support and youth engagement.
Future Endeavors
- Under Armour will concentrate on product innovation for athletes.
- Curry Brand will seek its own path and direction.
- The separation is seen as beneficial for both parties, allowing for focused growth.
This strategic shift signals a new chapter for both Under Armour and Stephen Curry, as they each pursue their unique goals while continuing to impact the athletic and broader community. Both brands are set on paths aimed at enhancing performance and community involvement in sports.
