Steph Curry, Under Armour announce plan to end to longtime partnership

SAN ANTONIO — Steph Curry, one of basketball’s most recognizable faces, will become his own, independent brand next year.

In a press release sent out on Thursday afternoon, Under Armour announced that the longtime partnership between the shoe brand and the Warriors superstar will end in Feb. 2026. The existing Curry Brand will become its own entity, separate from 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,” Under Armour president Kevin Plank said of Curry. “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.”

The two have been partners for 13 years, with Curry being, by far, Under Armour’s flagship athlete. In 2020, the Curry Brand launched as a part of the pairing. Under Armour announced that it will continue to support its Project Rampart initiative in Oakland past the end of the partnership.

“Under Armour believed in me early in my career and gave me the space to build something much bigger and more impactful than a shoe. I’ll always be grateful for that.” said Stephen Curry in the release. “Curry Brand was created to change the game for good and over the past 5 years, we successfully changed the game for kids, for communities, and for basketball. What Curry Brand stands for, what I stand for and my commitment to that mission will never change, it’s only growing stronger. I’m excited for a future that’s focused on aggressive growth with a continued commitment to keep showing up for the next generation.”

Per CNBC, Under Armour – including the Curry Brand — brings in anywhere from $100 million to $120 million, and that the separation is “not expected to have a significant effect on Under Armour’s fiscal results or profitability.”

When reached by the Bay Area News Group, Curry’s publicist Tom Dietz said neither Curry Brand or Curry had any further comment at this time.