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Stephen Curry and Under Armour End Partnership as Curry Brand Goes Independent

Under Armour says the move reflects a renewed focus on its core label during a turnaround.

Overview

  • Curry retains sole ownership of Curry Brand, which will operate independently and can seek a new retail partner.
  • Under Armour will release the final Curry 13 in February 2026, with additional colorways and apparel scheduled through October 2026.
  • The company raised its expected restructuring costs to $255 million, citing charges related to the Curry Brand separation and other terminations.
  • Under Armour said the separation should not have a significant effect on its financial results and expects basketball revenue of about $100 million to $120 million this fiscal year.
  • The split closes a partnership that began in 2013, followed the 2020 launch of Curry Brand, and included a 2023 extension naming Curry brand president and granting 8.8 million UA shares.