#United States #Baltimore #Under Armour #Stephen Curry #Curry Brand

Under Armour and Stephen Curry Part Ways for Brand Independence

In a significant announcement made on November 13, 2025, Under Armour, Inc. and NBA superstar Stephen Curry confirmed their decision to separate the Curry Brand from the parent company, Under Armour. This pivotal move marks the end of a partnership that has flourished for more than a decade, characterized by innovative athletic products and compelling athlete-driven storytelling.

Under Armour aims to refocus on its core branding strategy, specifically enhancing its namesake brand. This transition includes the continued development of new basketball-related products and fostering support for athletes at all levels of the game. As the affiliation concludes, the company plans to release the Curry 13, the final shoe designed under the partnership, scheduled for February 2026, along with additional color offerings set until October 2026.

"It has been an extraordinary privilege to collaborate with Stephen," remarked Kevin Plank, Founder and CEO of Under Armour. Plank emphasized Curry's role as not just an ambassador but as a key strategic figure in the business, contributing to the establishment of a brand that resonates with credibility and community engagement. He underscored the current moment as a crucial period for Under Armour's resurgence efforts.

Curry, who served as the President of Curry Brand, expressed his gratitude towards Under Armour for placing their trust in him early in his career and allowing him to build a brand with a significant social impact. "Curry Brand was created to change the game for good over the past five years, and we have successfully changed the game for kids, communities, and basketball alike. My commitment to its mission will only grow stronger, and I'm enthusiastic about the future ahead as we continue to uplift the next generation," Curry stated.

The Curry Brand, initiated in 2020 as an extension of Curry's tenure with Under Armour, has been a blend of athletic performance and community engagement, especially focusing on investing in youth sports and supporting underfunded basketball programs. Under Armour has played an essential role in expanding initiatives like Project Rampart, aimed at promoting youth sports and educational opportunities, particularly in Curry's hometown of Oakland.

"This strategic separation allows both Under Armour and Curry Brand the liberty to excel in their respective domains," added Plank. With Under Armour's concentrated effort on innovation and product development for athletes, the Curry Brand is poised to carve out its own path forward independently—an endeavor that promises to benefit both parties involved.

About Under Armour, Inc.: Under Armour, headquartered in Baltimore, Maryland, stands as a leading inventor, marketer, and distributor of branded athletic performance apparel, footwear, and accessories. The brand is dedicated to enhancing human performance with innovative products designed to empower athletes.

With this development, fans and supporters of both Under Armour and Stephen Curry await an exciting chapter ahead, eager to see how Curry Brand will thrive and innovate in its newfound independence.