{"id":19141,"date":"2025-11-18T20:43:37","date_gmt":"2025-11-19T03:43:37","guid":{"rendered":"https:\/\/footwearmagazine.com\/?p=19141"},"modified":"2025-11-20T15:39:57","modified_gmt":"2025-11-20T22:39:57","slug":"under-armour-and-stephen-curry-part-ways-after-decade-long-partnership","status":"publish","type":"post","link":"https:\/\/footwearmagazine.com\/?p=19141","title":{"rendered":"Under Armour and Stephen Curry Part Ways After Decade-Long Partnership"},"content":{"rendered":"\r\n

A transformative\u00a0shift for Under\u00a0Armour<\/a> and Stephen\u00a0Curry<\/a> signals\u00a0new directions with performance\u00a0goals and a stronger\u00a0brand discipline.<\/p>\r\n\r\n\r\n\r\n

The Big\u00a0Split (Under\u00a0Armour and Curry\u00a0Brand<\/strong>)<\/h3>\r\n\r\n\r\n\r\n

On November\u00a013, 2025<\/strong>, Under\u00a0Armour confirmed\u00a0its separation\u00a0from Curry Brand.<\/p>\r\n\r\n\r\n\r\n

After more than\u00a0a decade<\/strong> marked\u00a0by high-performance\u00a0basketball shoes, sport-leading\u00a0innovations,\u00a0and community\u00a0impact Stephen\u00a0Curry will now\u00a0independently\u00a0lead Curry Brand, while Under\u00a0Armour doubles\u00a0down on its own\u00a0vision for the\u00a0core UA label<\/strong>.\u200b<\/p>\r\n\r\n\r\n\r\n

What Next\u00a0for Product and\u00a0Partnerships<\/strong><\/h3>\r\n\r\n\r\n\r\n

The split is\u00a0symbolic and\u00a0strategic. Under\u00a0Armour will release\u00a0the Curry 13<\/a> their last collaborative\u00a0basketball shoe in February\u00a02026<\/strong>, with more\u00a0colorways and\u00a0apparel lines\u00a0running until\u00a0October 2026<\/strong>.<\/p>\r\n\r\n\r\n\r\n

Once this collaboration\u00a0ends, Curry Brand<\/a>\u00a0will have the\u00a0freedom to seek\u00a0new retail partners\u00a0and expand independently, and Under Armour\u00a0will launch a\u00a0refreshed UA\u00a0Basketball line\u00a0focused specifically\u00a0on technology\u00a0and athlete performance.\u200b<\/p>\r\n\r\n\r\n\r\n

Leadership\u00a0Messages (Growth\u00a0Through Change<\/strong>)<\/h3>\r\n\r\n\r\n\r\n

“It’s been an\u00a0incredible privilege\u00a0to work with\u00a0Stephen<\/a>, who\u00a0as President\u00a0of Curry Brand\u00a0has been much\u00a0more than an\u00a0ambassador he’s become a thoughtful\u00a0and strategic\u00a0business leader,” stated<\/a>\u00a0Kevin\u00a0Plank, Founder\u00a0and CEO of Under\u00a0Armour<\/strong>.<\/p>\r\n\r\n\r\n\r\n

Kevin\u00a0Plank, <\/strong>added<\/a> “Together, he helped build\u00a0something rare a brand with\u00a0credibility,\u00a0community impact\u00a0and product that\u00a0performs at the\u00a0highest level. For Under Armour, this moment\u00a0is about discipline, focus, and a\u00a0critical stage\u00a0in our turnaround. And for Stephen, it’s the right\u00a0moment to let\u00a0what we built\u00a0evolve on his\u00a0terms.”<\/p>\r\n\r\n\r\n\r\n

“Under\u00a0Armour believed\u00a0in me early in\u00a0my career and\u00a0gave me the space\u00a0to build something\u00a0bigger and more\u00a0impactful than\u00a0a shoe,” said<\/a>\u00a0Stephen Curry<\/strong>.<\/p>\r\n\r\n\r\n\r\n

Stephen Curry<\/strong> further added<\/a> “Curry Brand\u00a0was created to\u00a0change the game\u00a0for good, and\u00a0over five years, we changed the\u00a0game for kids, communities, and basketball. What Curry Brand\u00a0stands for is\u00a0growing stronger I\u2019m excited for\u00a0a future focused\u00a0on aggressive\u00a0growth and deeper\u00a0commitment for\u00a0the next generation.”<\/p>\r\n\r\n\r\n\r\n

Beyond\u00a0Products (Community\u00a0and Youth Impact<\/strong>)<\/h3>\r\n\r\n\r\n\r\n

Curry Brand and its partnership\u00a0with Under Armour was defined by\u00a0more than footwear.<\/p>\r\n\r\n\r\n\r\n

Together, they\u00a0invested in youth\u00a0sports and underfunded basketball\u00a0programs, most\u00a0notably expanding\u00a0Project Rampart<\/a> in Oakland.<\/p>\r\n\r\n\r\n\r\n

Under Armour\u00a0will keep supporting\u00a0these initiatives\u00a0as it restructures, and Curry\u00a0Brand\u2019s independent\u00a0future promises\u00a0continued investment\u00a0in the next generation.\u200b<\/p>\r\n\r\n\r\n\r\n

Financials and Future Outlook<\/strong><\/h3>\r\n\r\n\r\n\r\n

As a result\u00a0of these changes, Under Armour\u00a0projects its\u00a0total basketball\u00a0segment (including\u00a0Curry Brand)\u00a0will generate\u00a0up to $120 million\u00a0in fiscal 2026 <\/strong>revenue.<\/p>\r\n\r\n\r\n\r\n

With\u00a0restructuring\u00a0costs reaching\u00a0$255 million higher than previously\u00a0anticipated but\u00a0manageable relative\u00a0to its broader\u00a0transformation\u00a0goals.<\/p>\r\n\r\n\r\n\r\n

Importantly, the split\u00a0is not expected\u00a0to affect Under\u00a0Armour\u2019s overall\u00a0financial performance\u00a0or profitability.<\/p>\r\n\r\n\r\n\r\n

 <\/p>\r\n","protected":false},"excerpt":{"rendered":"A transformative\u00a0shift for Under\u00a0Armour and Stephen\u00a0Curry signals\u00a0new directions with performance\u00a0goals and a stronger\u00a0brand discipline. 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