Under Armour and Stephen Curry to separate Curry Brand operations

Under Armour Inc. (NYSE: UAA) and Stephen Curry announced plans to separate Curry Brand from Under Armour, ending a partnership that began over a decade ago.

The separation will make Curry independent of Under Armour. The companies plan to release the Curry 13 shoe in February 2026 as the final Curry Brand collaboration with Under Armour. Additional colorways and apparel collections will remain available through October 2026.

Curry Brand launched in 2020 as an extension of Stephen Curry's partnership with Under Armour. The brand combined performance products with community investments, particularly in youth sports and underfunded basketball programs.

"It's been an incredible privilege to work with Stephen, who as President of Curry Brand has been much more than an ambassador," said Kevin Plank, founder and CEO of Under Armour. "For Under Armour, this moment is about discipline and focus on the core UA brand during a critical stage of our turnaround."

Under Armour will continue developing basketball products under its main brand and supporting athletes across all levels of the game. The company expanded its Project Rampart youth sports initiative to Oakland through the Curry Brand partnership and will continue supporting those efforts.

"Under Armour believed in me early in my career and gave me the space to build something much bigger and more impactful than a shoe," Curry said. "What Curry Brand stands for, what I stand for and my commitment to that mission will never change, it's only growing stronger."

Under Armour, headquartered in Baltimore, Maryland, markets branded athletic performance apparel, footwear and accessories. The information comes from a company press release.

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