Summary (tl;dr)

NBA superstar Stephen Curry and athletic apparel giant Under Armour are ending their 12-year partnership, with Curry's "Curry Brand" set to become an independent entity. This separation, announced on November 13, 2025, is a mutual decision allowing both parties to pursue new strategic directions.

Essential Background

Stephen Curry initially signed with Under Armour in 2013, a pivotal move after his contract with Nike expired. Over the years, this partnership became central to Under Armour's basketball division, leading to the creation of the "Curry Brand" in 2020 as a semi-autonomous subsidiary. In March 2023, the collaboration was further cemented with a long-term agreement that was reported to have the potential to become a lifetime deal for Curry.

The Full Story

On November 13, 2025, Stephen Curry and Under Armour announced they are amicably parting ways, with the Curry Brand transitioning to an independent operation. While Under Armour will release the final co-branded shoe, the Curry 13, in February 2026, and continue to offer related apparel through October 2026, Curry Brand will then operate fully independently. This move is reportedly part of Under Armour's broader fiscal restructuring plan, which includes an additional $95 million in restructuring charges, as the company aims to refocus on its core brand amidst a challenging sportswear market. For Curry, the separation grants him full operational control, enabling his brand to pursue more aggressive growth and explore new partnerships.

Why It Matters

This split is significant for both Stephen Curry and Under Armour. For Curry, it marks a new chapter where he gains unprecedented autonomy over his brand, potentially allowing him to seek new collaborations and expand beyond traditional basketball products. For Under Armour, the decision reflects a strategic shift to streamline operations, cut costs, and concentrate on its foundational brand during a period of intense competition and financial restructuring. Although Under Armour states it does not expect a significant impact on its overall financial results, the separation removes a prominent celebrity endorsement and a revenue stream that contributed $100 million to $120 million in fiscal 2026. The market will be watching to see how both entities fare in their independent ventures.

Geographic Location

United States; Baltimore, Maryland (Under Armour HQ); Oakland, California / San Francisco, California (Stephen Curry / Golden State Warriors).