Image Source: PR Newswire
In an era marked by strategic rebranding and athlete entrepreneurship, Stephen Curry and Under Armour, Inc. (NYSE: UAA, UA), have jointly announced a significant transition regarding Curry Brand. This news, revealed on November 13, 2025, details the separation of Curry Brand from its parent company, marking the end of a decade-long partnership that has redefined performance products and athlete-led storytelling.
Separation of Curry Brand: A New Chapter for Stephen Curry
The decision to separate fulfills Curry’s vision to expand his brand independently, allowing him to pursue greater creative control and business opportunities. Under Armour will continue to focus on its core product lines, particularly within its basketball category, while the upcoming Curry 13 shoe will be the last in this collaborative line, set to release in February 2026 with additional collections available until October 2026.
“It’s been an incredible privilege to work with Stephen, who has been much more than an ambassador – he’s become a thoughtful and strategic business leader,” expressed Kevin Plank, Founder and CEO of Under Armour. He added, “This moment is about discipline and focus on the core UA brand during a critical stage of our turnaround.”
Impact and Legacy of the Curry Brand
Launched in 2020, Curry Brand has successfully integrated athletic performance with community engagement, aiming particularly at underserved youth in sports through programs like Project Rampart. Both Curry and Under Armour view this move as a way to benefit from their unique strengths:
- **Under Armour**: Concentrating on product innovation and athlete performance.
- **Curry Brand**: Gaining the independence to determine its future direction.
As Curry noted, “Under Armour believed in me early in my career and gave me the space to build something much bigger… I’m excited for a future that’s focused on aggressive growth.” His commitment to positive community impact remains a core value as he embarks on this new journey.
The Future of Curry Brand
The separation is seen not as an end, but rather an evolution of what Curry Brand represents. It is a platform aimed at creating change beyond just athletic footwear, delving into the realms of community support and youth engagement. With this newfound independence, Curry is poised to enhance his influence and outreach through the brand, ensuring that it remains a force for good in sports.
Under Armour’s move to solidify its brand identity while allowing Curry the freedom to expand signifies a growing trend in the sports industry, where athlete-led initiatives are becoming increasingly important. This trend showcases how athletes can leverage their influence for broader social impacts while also building sustainable business ventures.
As Under Armour maintains its commitment to its athletes and performance wear, Steph Curry’s next steps are highly anticipated, especially in how he will navigate the Curry Brand’s growth trajectory independently. Stakeholders and fans alike are eager to witness how both Under Armour and Curry Brand will thrive in this new chapter.
Frequently Asked Questions
What led to the separation of Curry Brand from Under Armour?
The separation allows Stephen Curry greater independence to influence and expand his brand while enabling Under Armour to refocus on its core offerings in sports apparel and equipment.
What is the significance of the Curry 13 shoe release?
The Curry 13 release is important as it marks the final collaborative shoe between Curry and Under Armour, representing the culmination of their partnership in footwear innovation.
How will Curry Brand operate independently?
Curry Brand plans to continue its mission while exploring new opportunities and initiatives in youth sports and community engagement.
What future plans does Stephen Curry have for his brand?
Stephen Curry aims to position Curry Brand as a leader in community-focused sports initiatives, emphasizing growth and impactful outreach beyond just products.
What changes can fans expect from Under Armour following this separation?
Fans can expect Under Armour to concentrate on enhancing its product lines, particularly in basketball, while maintaining its support for athletes and innovative initiatives.
