Under Armour and Stephen Curry Part Ways After Decade-Long Partnership

A transformative shift for Under Armour and Stephen Curry signals new directions with performance goals and a stronger brand discipline.

The Big Split (Under Armour and Curry Brand)

On November 13, 2025, Under Armour confirmed its separation from Curry Brand.

After more than a decade marked by high-performance basketball shoes, sport-leading innovations, and community impact Stephen Curry will now independently lead Curry Brand, while Under Armour doubles down on its own vision for the core UA label.

What Next for Product and Partnerships

The split is symbolic and strategic. Under Armour will release the Curry 13 their last collaborative basketball shoe in February 2026, with more colorways and apparel lines running until October 2026.

Once this collaboration ends, Curry Brand will have the freedom to seek new retail partners and expand independently, and Under Armour will launch a refreshed UA Basketball line focused specifically on technology and athlete performance.

Leadership Messages (Growth Through Change)

“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,” stated Kevin Plank, Founder and CEO of Under Armour.

Kevin Plank, added “Together, he helped build something rare a brand with credibility, community impact and product that performs at the highest level. For Under Armour, this moment is about discipline, focus, and a critical stage in our turnaround. And for Stephen, it’s the right moment to let what we built evolve on his terms.”

“Under Armour believed in me early in my career and gave me the space to build something bigger and more impactful than a shoe,” said Stephen Curry.

Stephen Curry further added “Curry Brand was created to change the game for good, and over five years, we changed the game for kids, communities, and basketball. What Curry Brand stands for is growing stronger I’m excited for a future focused on aggressive growth and deeper commitment for the next generation.”

Beyond Products (Community and Youth Impact)

Curry Brand and its partnership with Under Armour was defined by more than footwear.

Together, they invested in youth sports and underfunded basketball programs, most notably expanding Project Rampart in Oakland.

Under Armour will keep supporting these initiatives as it restructures, and Curry Brand’s independent future promises continued investment in the next generation.

Financials and Future Outlook

As a result of these changes, Under Armour projects its total basketball segment (including Curry Brand) will generate up to $120 million in fiscal 2026 revenue.

With restructuring costs reaching $255 million higher than previously anticipated but manageable relative to its broader transformation goals.

Importantly, the split is not expected to affect Under Armour’s overall financial performance or profitability.

Author Profile

Alyssa J. Mann: Alyssa Jade is a international fashion stylist and trend reporter based in Vancouver, Canada. Renowned for her versatile and expansive portfolio, Alyssa has collaborated with a diverse array of professionals, including athletes, political figures, television hosts, and business leaders. Her styling expertise extends across commercial campaigns, fashion editorials, music videos, television productions, fashion shows, and bridal fashion.