A major shift is happening in the world of sports apparel: Under Armour and basketball superstar Stephen Curry are parting ways with the Curry Brand! After over a decade of redefining performance products and athlete-led storytelling, this separation marks a significant turning point. Under Armour is setting its sights on a comeback focused on its core brand, while Curry is charting a new course.
Under Armour, in a strategic move, will now concentrate on its namesake brand, developing new UA Basketball products and continuing to support athletes at all levels. This strategic refocus is crucial for the brand's turnaround.
But here's where it gets interesting: Curry will gain independence from Under Armour. The final collaboration, the Curry 13 shoe, is slated for release in February 2026, with additional colorways and apparel collections available through October 2026. This allows Curry to evolve the brand on his terms, maintaining his vision and values.
Kevin Plank, Founder and CEO of Under Armour, emphasized the incredible partnership with Curry, highlighting his role as a strategic business leader. Together, they built a brand known for credibility, community impact, and top-tier performance.
Launched in 2020, Curry Brand combined performance innovation with community investments, especially in youth sports and underfunded basketball programs. This initiative expanded Under Armour's Project Rampart, which will continue to support youth sports and education.
Stephen Curry expressed his gratitude for Under Armour's early support, stating that the Curry Brand was created to change the game for good. He is excited about the future, focusing on aggressive growth and commitment to the next generation.
Plank further noted that this separation allows both entities to excel. Under Armour can focus on product innovation, while Curry Brand gains the independence to shape its future.
What do you think about this separation? Do you believe this is a positive move for both Under Armour and Stephen Curry? Share your thoughts in the comments below!
