Today, Under Armor and Stephen Curry jointly announced that the Curry brand will operate independently, ending a partnership that has redefined functional products and athlete-led narratives for more than ten years. In the future, Under Armor will further focus on the development pace of its core brands, create new Under Armor basketball products, and continue to support athletes and basketball projects at all levels.

Under the framework of this strategic split, the Curry brand will operate independently of Under Armor and move towards a new stage of development. At the same time, Under Armor will launch the last Curry brand signature shoe, Curry 13, in February 2026 as planned, and will launch more color matching and related apparel products by October 2026.

Under Armor founder and CEO Kevin Plank Plank said: "It has been an incredible honor to work with Curry. As president of the Curry brand, he is not only an excellent spokesperson, but also demonstrates mature, thoughtful and forward-looking business judgment. Together with our team, he has built a brand that combines credibility, community impact and high-performance products. For Under Armor, this is a great time for our business to recover. This critical stage requires rigorous and focused progress. For Curry, this is the right time to develop the business we created together in accordance with his vision. "

The launch of the Curry brand in 2020 is an extension of Stephen Curry's long-term cooperation with Under Armor. Since its establishment, the brand has closely combined performance innovation with community investment, and has continued to make efforts in youth sports and basketball projects with limited resources. It has also become a global platform for Under Armor and Curry brands to convey their values ​​​​on and off the court. Through this partnership, Under Armor expands its "Project Rampart" youth sports and education program to Oakland and will continue to support its growth.

Stephen Curry said: "Under Armor gave me trust early in my career and gave me the space to build a brand that transcends sneakers and can truly have an impact, and I will always be grateful for it. The original intention of the Curry brand was to 'change with me,' and in the past five years, we have indeed brought some positive changes to children, communities, and basketball. The values ​​represented by the brand, the beliefs I adhere to, and my investment in this mission will not change, but will only become stronger. I have strong expectations for the future and hope to promote continued growth of the brand while continuing to create more possibilities for the next generation."

Plank added: "This decision will allow both parties to focus on their strengths. In order to bring better innovative products and performance experience to athletes at all levels, the Curry brand can also flourish in its own direction after operating independently. This is a positive and correct choice for Curry himself and Under Armor.”