Under Armour and Stephen Curry Announce Curry Brand Separation

Under Armour and Stephen Curry have officially announced plans to separate Curry Brand from the Baltimore-based sportswear company, marking the end of a decade-long partnership that reshaped basketball footwear and athlete-led storytelling.

Following the separation, Curry Brand will operate independently, with Stephen Curry taking full control of the label’s future direction. Under Armour will continue to focus on its core brand — including the development of new UA Basketball products — and maintain support for athletes and grassroots programs across all levels of the sport.

As part of the transition, Under Armour will release the Curry 13, the final Curry Brand x Under Armour sneaker, in February 2026. Additional colorways and apparel collections will roll out through October 2026, concluding the partnership’s on-court chapter.

Under Armour founder and CEO Kevin Plank praised the collaboration, stating, “Together, we built something rare — a brand with credibility, community impact, and product that performs at the highest level. This moment is about discipline and focus on the core UA brand during a critical stage of our turnaround. And for Stephen, it’s the right moment to let what we created evolve on his terms.”

Launched in 2020, Curry Brand became an extension of Stephen Curry’s long-standing partnership with Under Armour, combining performance innovation with community initiatives such as expanding access to youth sports in underfunded areas. Under Armour confirmed it will continue supporting its Project Rampart youth and education initiatives in Oakland.

“Under Armour believed in me early in my career and gave me the space to build something much bigger than a shoe,” Curry said. “Curry Brand was created to change the game for good, and that mission isn’t changing — it’s only getting stronger. I’m excited for a future focused on growth and showing up for the next generation.”

The move signifies a new era for both sides — Under Armour sharpening its brand focus, and Curry Brand stepping into independence with potential for broader creative and commercial growth.

(Info via PRNewsWire)