Highlights 

  • Under Armour and Stephen Curry will separate Curry Brand after more than a decade of partnership. 
  • Curry will operate independently, while UA refocuses on its core brand strategy. 
  • The Curry 13 will be the final Curry Brand x Under Armour release, arriving February 2026. 
  • Curry Brand’s community initiatives and youth sports impact will continue beyond the separation. 
  • Under Armour aims to sharpen its turnaround by concentrating on performance innovation and athlete support. 

Under Armour, Inc. (NYSE:UAA) and NBA superstar Stephen Curry have announced plans to separate Curry Brand from Under Armour, marking a significant shift in one of sportswear’s most influential athlete partnerships. After more than ten years of collaboration, both parties agreed that now is the right moment for Curry Brand to operate independently while Under Armour strengthens its focus on its core identity. 

Launched in 2020, Curry Brand brought performance innovation and social impact into one platform, combining Curry’s values with Under Armour’s capabilities. The brand’s mission centered around empowering youth athletes, expanding opportunities, and improving access to sports—especially in underserved communities. The partnership elevated Under Armour’s presence in basketball and created a standalone identity anchored in purpose-driven storytelling. 

As part of the transition, the Curry 13 will be released in February 2026 as the final Curry Brand x Under Armour signature shoe. 

Statements from Leadership  

Kevin Plank, Founder and CEO of Under Armour, expressed gratitude for Curry’s role in building a meaningful and influential brand. He praised Curry’s leadership as President of Curry Brand, noting his strategic approach, business insight, and dedication to creating a platform that resonated globally. Plank emphasized that Under Armour is entering a phase where clarity and focus on its core brand are essential to its broader comeback strategy. 

Stephen Curry reflected on the partnership with appreciation, acknowledging that Under Armour supported him early in his career and gave him space to build beyond footwear. He highlighted that Curry Brand successfully uplifted communities and inspired young athletes over the past five years. Curry remains committed to the brand’s mission and expressed enthusiasm for its next chapter as an independent entity with a future aimed at accelerated growth. 

Both leaders described the separation as a positive step—allowing Under Armour to intensify its commitment to product innovation, athlete support, and performance excellence, while giving Curry Brand freedom to define its own direction. 

Impact on Community and the Future of UA Basketball 

One hallmark of the partnership has been Curry Brand’s community-first impact. Through joint initiatives, Under Armour expanded its Project Rampart youth sports and education programs into Oakland, supporting students and athletes in need.  

Under Armour will now concentrate on rebuilding UA Basketball, with plans to develop new performance products and support athletes at every competitive level. This sharpened focus aligns with the company’s broader turnaround efforts, aiming to reclaim presence in key categories while doubling down on innovation and athlete-led design. 

Conclusion 

The separation between Under Armour and Stephen Curry marks the end of a transformative chapter and the beginning of new possibilities for both sides. With Under Armour redirecting attention to its core brand and Curry Brand stepping into independence, each will pursue a clear, mission-driven path. The legacy of their collaboration—defined by innovation, community impact, and an elevated presence in basketball—will continue shaping the sports industry for years to come.