Under Armour announces Curry Brand to become independent of the company

Under Armour (UAA) (UA) and Stephen Curry announced plans to separate Curry Brand from Under Armour. Under Armour will develop new UA Basketball products. 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.”