UNDER ARMOUR AND STEPHEN CURRY AGREE TO CURRY BRAND SEPARATION
Under Armour (NYSE: UA) and Stephen Curry agreed to separate Curry Brand from Under Armour, ending a partnership that began in 2020.
Under Armour will refocus on its core UA brand and develop new UA Basketball products. Curry will become independent and lead Curry Brand's future. Under Armour will release the Curry 13 as the final Curry Brand x Under Armour shoe in February 2026, with additional colorways and apparel available through October 2026. Both parties said they will continue community and youth-sports efforts.
Under Armour (NYSE: UA) e Stephen Curry hanno concordato di separare Curry Brand da Under Armour, ponendo fine a una partnership nata nel 2020.
Under Armour si concentrerà sul suo marchio principale UA e svilupperà nuovi prodotti UA Basketball. Curry diventerà indipendente e guiderà il futuro di Curry Brand. Under Armour lancerà Curry 13 come ultimo paio Curry Brand x Under Armour a febbraio 2026, con ulteriori colorazioni e abbigliamento disponibili entro ottobre 2026. Le due parti hanno dichiarato che continueranno gli sforzi per la comunità e lo sport giovanile.
Under Armour (NYSE: UA) y Stephen Curry acordaron separar Curry Brand de Under Armour, poniendo fin a una asociación que comenzó en 2020.
Under Armour se enfocará en su marca principal UA y desarrollará nuevos productos de UA Basketball. Curry se volverá independiente y liderará el futuro de Curry Brand. Under Armour lanzará Curry 13 como el último calzado de Curry Brand x Under Armour en febrero de 2026, con más combinaciones de color y ropa disponibles hasta octubre de 2026. Ambas partes dijeron que seguirán con esfuerzos comunitarios y de deportes juveniles.
Under Armour (NYSE: UA)와 Stephen Curry가 Curry Brand를 Under Armour로부터 분리하기로 합의하여 2020년에 시작된 파트너십을 종료했습니다.
Under Armour는 핵심 UA 브랜드에 집중하고 새로운 UA 농구 제품을 개발할 것입니다. Curry는 독립적으로 Curry Brand의 미래를 이끌게 됩니다. Under Armour는 Curry 13를 Curry Brand x Under Armour의 마지막 신발로 2026년 2월에 출시하고, 2026년 10월까지 추가 색상과 의류를 제공할 예정입니다. 양측은 지역사회 및 청소년 스포츠 활동에 대한 노력을 계속하겠다고 말했습니다.
Under Armour (NYSE : UA) et Stephen Curry ont accepté de séparer Curry Brand d'Under Armour, mettant fin à un partenariat commencé en 2020.
Under Armour se recentrera sur sa marque principale UA et développera de nouveaux produits UA Basketball. Curry deviendra indépendant et dirigera l'avenir de Curry Brand. Under Armour sortira la Curry 13 comme la dernière chaussure Curry Brand x Under Armour en février 2026, avec d'autres coloris et vêtements disponibles jusqu'en octobre 2026. Les deux parties ont déclaré qu'elles poursuivraient leurs efforts communautaires et en matière de sports jeunesse.
Under Armour (NYSE: UA) und Stephen Curry haben zugestimmt, Curry Brand von Under Armour zu trennen, und eine Partnerschaft, die 2020 begann, zu beenden.
Under Armour wird sich wieder auf seine Kernmarke UA konzentrieren und neue UA Basketball-Produkte entwickeln. Curry wird unabhängig und wird die Zukunft von Curry Brand anführen. Under Armour wird Curry 13 als finalen Curry Brand x Under Armour-Schuh im Februar 2026 herausbringen, mit weiteren Farbvarianten und Bekleidung bis Oktober 2026 verfügbar. Beide Parteien sagten, sie würden weiterhin Gemeinschafts- und Jugend-Sportinitiativen unterstützen.
Under Armour (بورصة نيويورك: UA) اتفق ستيفن كاري على فصل Curry Brand عن Under Armour، لإنهاء شراكة بدأت في 2020.
ستعيد Under Armour تركيزها على علامتها الأساسية UA وتطور منتجات UA Basketball جديدة. سيصبح كاري مستقلاً وسيقود مستقبل Curry Brand. ستطلق Under Armour Curry 13 كأول حذاء Curry Brand x Under Armour النهائي في فبراير 2026، مع ألوان إضافية وملابس متاحة حتى أكتوبر 2026. وقال الطرفان إنهما سيواصلان جهودهما في المجتمع والرياضة للشباب.
- Curry Brand becomes independent, enabling focused growth for Stephen Curry
- Under Armour will refocus on core UA brand and UA Basketball products
- Final co-branded product date set: Curry 13 release in February 2026
- Partnership that began in 2020 will end, removing an established athlete-led platform
- Co-branded product stream ends after October 2026, limiting future UA–Curry releases
Insights
Under Armour and Stephen Curry will separate Curry Brand; UA refocuses on its core brand while Curry Brand goes independent.
Under Armour will resume sole ownership of its namesake product strategy and will release the final co‑branded shoe, the Curry 13, in
The business mechanism is straightforward: ending a strategic partnership removes joint decision overhead and returns brand stewardship to each party. That simplifies UA's messaging and product roadmaps and gives Curry Brand freedom to pursue independent commercial or licensing strategies. Key dependencies include how inventory, royalties, IP rights, and co‑marketing commitments are settled (none of which are quantified here), and how consumers react to the end of the co‑branded era.
Risks and watch items are clear and time‑bound. Monitor transition execution around the
Under Armour to Focus on Core Brand Comeback
Under the separation, Curry will become independent of Under Armour. UA will release the Curry 13 – the final Curry Brand x Under Armour shoe – in February 2026 as planned, with additional colorways and apparel collections available through October 2026.
"It's been an incredible privilege to work with Stephen, who as President of Curry Brand has been much more than an ambassador – he's become a thoughtful and strategic business leader," said Kevin Plank, Founder and CEO of Under Armour. "Together with our teammates, he helped build something rare: a brand with credibility, community impact, and product that performs at the highest level. For Under Armour, 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. We'll always be grateful for what he's brought to the UA team."
Launched in 2020 as an extension of Stephen Curry's longtime partnership with Under Armour, Curry Brand has combined performance innovation with community investments – especially in youth sports and underfunded basketball programs – while serving as a global platform for both parties' on and off-court values. Through this partnership, Under Armour expanded its Project Rampart youth sports and education initiative to
"Under Armour believed in me early in my career and gave me the space to build something much bigger and more impactful than a shoe. I'll always be grateful for that." said Stephen Curry. "Curry Brand was created to change the game for good and over the past 5 years, we successfully changed the game for kids, for communities, and for basketball. What Curry Brand stands for, what I stand for and my commitment to that mission will never change, it's only growing stronger. I'm excited for a future that's focused on aggressive growth with a continued commitment to keep showing up for the next generation."
"This move lets two strong teams do what they do best," Plank added. "Under Armour is focused on product innovation and performance for athletes at every level. Curry Brand gets the independence to determine its own future. That's good for Stephen and good for UA."
About Under Armour, Inc.
Under Armour, Inc., headquartered in
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SOURCE Under Armour, Inc.
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