Unleash Your Potential: Step Up Your Game with Under Armour’s Empowering Splits Featuring Steph Curry!

Stephen Curry and Under Armour have officially ended their 13-year partnership, effective immediately, as announced on Thursday. This sudden split marks a significant shift, with Curry Brand, which specializes in basketball shoes and apparel, now operating independently from Under Armour. Curry will retain full ownership of Curry Brand, granting him the freedom to seek new retail partnerships. The upcoming launch of the Curry 13, projected for February, will be the last shoe released under the Under Armour umbrella.

Under Armour CEO Kevin Plank highlighted the decision as a strategic move focused on the brand’s core identity during a critical phase of its turnaround. “For Stephen, it’s the right moment to let what we created evolve on his terms,” he stated, emphasizing gratitude for Curry’s contributions to the Under Armour team. Meanwhile, Curry expressed enthusiasm about the future, reaffirming his commitment to the mission behind Curry Brand: “What I stand for and my commitment to that mission will never change; it’s only growing stronger.”

This breakup comes at a challenging time for Under Armour, which has faced declining sales for eight consecutive quarters and a tumultuous leadership transition. With competition intensifying in the athletic apparel market, Plank is striving to reposition Under Armour as a premium brand amidst changing consumer spending habits. The landscape has shifted significantly since Plank founded the company in 1996, with rising challengers like On and Hoka capturing the attention of a new generation of athletes.

To revitalize sales, Plank is refining Under Armour’s product assortment and clarifying the brand’s identity, with plans for a revamped strategy to roll out this fall and winter. Despite these efforts, Under Armour’s stock has plummeted nearly 40% this year, raising concerns about the implications of its split with Curry-one of the most recognizable figures in basketball history.

Curry’s longstanding association with Under Armour was pivotal to the brand’s identity, making the abrupt end of their partnership particularly noteworthy. Over recent years, Curry was consistently referenced in Under Armour’s quarterly earnings calls, but this trend shifted in the most recent call, where Plank instead focused on potential growth in football and hinted at further opportunities within basketball.

Curry initially joined forces with Under Armour in 2013, opting for the brand’s “underdog mentality” over industry giants like Nike. He had expressed aspirations for Curry Brand to thrive beyond his playing career, aiming to create a legacy akin to Nike’s Jordan Brand. Launched in 2020, Curry Brand generated excitement within the sneaker community and solidified Curry’s role as a key player in the athletic market. In 2023, he was further entrenched in the brand with a long-term extension, receiving 8.8 million Under Armour shares, valued at $75 million at that time, among other significant incentives.

Post-split, Under Armour will continue to produce new basketball products, focusing on innovation at all levels of the sport. “This move lets two strong teams do what they do best,” Plank stated, indicating a new direction for both entities. With Curry Brand now poised to chart its own course, the future holds exciting possibilities for Curry as he aims to inspire the next generation of athletes.

Original Source: https://www.cnbc.com/2025/11/13/under-armour-splits-with-steph-curry.html
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Publish Date: 2025-11-14 04:02:00