Steph Curry and Under Armour have announced the end of their 13-year partnership, with Curry Brand set to separate from the athletic apparel company. Curry expressed gratitude for Under Armour's early support, stating that the brand was created to positively impact the game and has been successful in that mission for the past five years, particularly for young people and communities. He emphasized his ongoing commitment to the brand's mission and is looking forward to aggressive growth on his own terms.
Under Armour CEO Kevin Plank acknowledged Curry's significant role beyond just an ambassador, highlighting his leadership in building a credible brand with community impact and high-performance products. Plank stated that Under Armour's decision is driven by a need for discipline and focus on its core brand during a critical turnaround phase, while allowing Curry Brand to evolve independently. The final shoe collaboration under the partnership, Curry Brand 13, is scheduled for release in February 2026. Curry initially joined Under Armour from Nike in 2013 when the company was a smaller competitor in the basketball shoe market.
