Under Armour and Stephen Curry Part Ways for Future Growth
Under Armour to Concentrate on Core Brand Recovery
Under Armour, Inc. (NYSE: UAA) recently announced a significant decision to separate Curry Brand from its operations. This move signals the conclusion of a partnership with Stephen Curry that has transformed both product development and athlete-driven storytelling. As Under Armour sharpens its focus on its core brand, it plans to unveil new basketball products while maintaining support for various athletes and programs across different levels of basketball.
The separation will grant Stephen Curry independence from Under Armour. As part of this transition, Under Armour will release the Curry 13, which marks the final shoe in the Curry Brand x Under Armour line, slated for February 2026. Fans can also expect more colorways and apparel collections available until October 2026.
Kevin Plank, the Founder and CEO of Under Armour, expressed his appreciation for Stephen's role in this journey. "It has been a remarkable honor to collaborate with Stephen, who has contributed greatly as more than just an ambassador but as a visionary business leader. Together, we fostered a brand that stands for authenticity, community involvement, and top-tier performance. This phase signifies our determination to concentrate on the UA brand while allowing Stephen the freedom to let Curry Brand grow organically. We will always hold a special gratitude for his contributions to our team," he stated.
Since its inception in 2020, Curry Brand has represented a commitment to performance innovation, coupled with investments in community programs—especially in youth sports and underfunded basketball initiatives. This collaboration allowed Under Armour to expand its Project Rampart, focused on supporting youth sports and educational opportunities, particularly in areas that need it the most.
Reflecting on the partnership, Stephen said, "Under Armour believed in my potential early in my journey and provided me the opportunity to create a larger, more meaningful impact beyond just footwear. I appreciate that deeply." He emphasized that Curry Brand was established to positively influence the game. "Over the past several years, we've made significant strides for children, communities, and the sport of basketball. What Curry Brand represents, along with my dedication to this mission, will only strengthen as we move forward. I'm eager for the future, which will emphasize substantial growth while maintaining our commitment to the next generation," Curry continued.
Plank further added, "This transition allows our teams to thrive in their respective areas. Under Armour will remain dedicated to product innovation and enhancing athlete performance. At the same time, Curry Brand will gain the autonomy to chart its own path. This is beneficial for both Stephen Curry and Under Armour."
About Under Armour, Inc.
Under Armour, Inc., based in Baltimore, Maryland, stands as a top inventor, marketer, and distributor of athletic performance apparel, footwear, and accessories. The company aims to bolster human performance by creating innovative products and experiences designed to enhance athletes' abilities. For further details, visit the Under Armour website.
Frequently Asked Questions
What led to the separation between Under Armour and Curry Brand?
The separation was initiated to allow both Under Armour and Curry Brand to focus independently on their respective growth strategies, enhancing their evolution.
What is the significance of the Curry 13 release?
The Curry 13 represents the final collaborative shoe between Curry Brand and Under Armour, marking the conclusion of their partnership while paving the way for new initiatives.
What impact has Curry Brand had on youth sports?
Curry Brand has made notable contributions to youth sports, particularly in underfunded basketball programs, supporting community involvement and engagement initiatives.
Will Under Armour continue to support basketball programs?
Yes, Under Armour will maintain its support for various basketball athletes and community initiatives as it concentrates on its core brand.
How does this change affect Stephen Curry?
This change offers Stephen Curry the freedom to define the future of Curry Brand, allowing him to implement his vision for lasting impact in the sports community.
