Stephen Curry Ends 13-Year Partnership With Under Armour

SACRAMENTO, California — Stephen Curry and Under Armour have officially parted ways after a successful 13-year collaboration, as announced on April 16, 2024. The sudden separation of Curry Brand from Under Armour reflects significant changes for both parties amid a challenging market for the sportswear brand.

Curry will keep full ownership of Curry Brand, which produces basketball shoes and apparel. Under Armour plans to launch the Curry 13, the last shoe in their collaboration, in February 2026. CEO Kevin Plank described this move as an opportunity for Under Armour to refocus on its core brand during a crucial phase of restructuring. “This moment is about discipline and focus,” Plank said in a statement. “We’ll always be grateful for what he’s brought to the UA team.”

Curry expressed optimism about his brand’s future, stating, “What I stand for and my commitment to that mission will never change, it’s only growing stronger.” Despite the split, Under Armour will continue to create new basketball products tailored to its main brand.

The announcement coincides with Under Armour’s expanded restructuring plan, which is now expected to cost around $255 million, $95 million more than previously predicted. The intended separation of the Curry brand and other adjustments aims to stabilize the company, which has seen its sales decline for eight consecutive quarters.

Under Armour’s expected revenue from its basketball sector, including the Curry brand, is estimated to be between $100 million and $120 million for the fiscal year ending early next year. Despite the separation, the company expects no substantial impact on its financial results.

The partnership has been integral to Under Armour and Curry’s brand image, yet changes in market dynamics and leadership have raised questions about the split. As sportswear companies face increased competition from newer brands like Hoka and emerging trends, Plank has worked to clarify and strengthen Under Armour’s positioning in the market.

In 2013, Curry made headlines by signing with Under Armour over larger rivals like Nike. Known for his exceptional performance on the court, Curry aims to expand his brand beyond basketball, building a legacy similar to the Jordan Brand.

Curry Brand was launched in 2020, focusing on performance and community investments, particularly in youth sports. Curry highlighted the brand’s mission, stating, “Curry Brand was created to change the game for good.” This separation marks a new chapter for both Curry and Under Armour as they seek to redefine their paths while remaining active in community initiatives.