The US sporting goods provider Under Armor Inc. and basketball star Stephen Curry have announced their separation. The Curry brand will now become an independent company. This ends a partnership that has shaped the development of basketball performance products for more than a decade.
The separation is part of Under Armour’s strategy to focus more on its core brand, according to a statement. The company says it will continue to develop new Under Armor basketball products and support athletes and programs at all levels of sports. The Curry 13 model, which will be presented in February next year, is the last joint signature shoe from Curry and Under Armour. Further color variants and clothing collections are expected to follow by October 2026.
Kevin Plank, the founder and CEO of Under Armour, praised the long-standing collaboration. He highlighted Curry’s evolution from brand ambassador to strategic leader. “Together with our teammates, he helped build something rare: a brand with credibility, social influence and a product that performs at the highest level,” Plank said in a statement. He emphasized that the decision now made is in line with Under Armour’s turnaround strategy. At the same time, it gives Curry the opportunity to independently shape the next chapter of the brand.
Founded in 2020, the Curry brand combines innovation in performance with philanthropic commitment. It invests heavily in youth sports infrastructure and underserved basketball communities. Under Armor wants to continue to support this work even after the separation.
Stephen Curry thanked Under Armor for their trust. “The Curry brand was created to change the game forever,” he explained. This has been achieved successfully over the past five years. Looking to the future, the basketball star emphasized his desire to continue this mission and expand the brand’s influence independently.
Plank emphasized that the separation would enable both sides to continue to be successful in the future. Under Armor will increase its focus on performance innovations, while Curry will gain the flexibility to determine his own future. That was “good for Stephen and good for Under Armour,” emphasized Plank.
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