A major shift is happening in the world of sports apparel: Stephen Curry and Under Armour are parting ways, with Curry Brand set to become independent! This marks the end of a decade-long partnership that has significantly impacted the industry, blending performance innovation with athlete-led storytelling. But what does this mean for the future of both entities? Let's dive in.
Under Armour, aiming to revitalize its core brand, is shifting its focus. They will concentrate on developing new UA Basketball products and continue supporting athletes at all levels. This strategic move highlights Under Armour's commitment to its namesake brand during a crucial period of its turnaround.
Meanwhile, Stephen Curry is stepping into a new chapter, gaining independence with his Curry Brand. The final collaboration, the Curry 13 shoe, is scheduled for release in February 2026, with additional colorways and apparel extending through October 2026.
Kevin Plank, Founder and CEO of Under Armour, emphasized the remarkable partnership, stating, "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." He added, "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."
Launched in 2020, Curry Brand has been more than just a product line. It's been a platform for community impact, especially in youth sports and underfunded basketball programs. This partnership also saw Under Armour expand its Project Rampart initiative to Oakland, a testament to their shared values.
Stephen Curry himself expressed his gratitude and excitement: "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." He further stated, "Curry Brand was created to change the game for good and over the past 5 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."
Plank summarized the situation by saying, "This move lets two strong teams do what they do best. Under Armour is focused on product innovation and performance for athletes at every level. Curry Brand gets the independence to determine its own future. That's good for Stephen and good for UA."
But here's where it gets controversial: Will Curry Brand's independence lead to even greater success, or will it struggle without the backing of a major brand like Under Armour?
What do you think about this separation? Do you believe it's a good move for both Stephen Curry and Under Armour? Share your thoughts in the comments below!
