Stephen Curry and Under Armour End Partnership as Curry Brand Becomes Independent

Under Armour, Inc. and Stephen Curry have announced the end of their long-running partnership as Curry Brand transitions into an independent entity, concluding more than a decade of collaboration that significantly influenced basketball performance products and athlete-led branding. The separation marks a major shift for both sides, with the Curry 13—scheduled for release in February 2026—set to be the final signature shoe under the Curry Brand x Under Armour banner. Additional colourways and apparel drops will continue through October 2026.

As part of the transition, Under Armour will sharpen its focus on its core brand strategy, strengthening its performance innovation pipeline while continuing to support athletes and basketball programs across all levels. Founder and CEO Kevin Plank praised Curry’s evolution from ambassador to strategic leader, noting that the partnership built “a brand with credibility, community impact, and product that performs at the highest level.” He emphasized that the decision supports Under Armour’s disciplined turnaround efforts while opening new opportunities for Curry to guide his brand’s future.

Launched in 2020, Curry Brand has balanced athletic performance with strong philanthropic work, particularly in underserved basketball communities. Stephen Curry expressed deep appreciation for Under Armour’s role in helping build a mission-driven brand centered on empowering young athletes. He reaffirmed his commitment to expanding the brand’s impact independently, stating, “Curry Brand was created to change the game for good.” Despite the separation, Under Armour will continue supporting community initiatives like Project Rampart, with both sides framing the move as a strategic step toward long-term success.

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