Golden State Warriors star Stephen Curry is taking the biggest business shot of his career, announcing the amicable separation of the Curry Brand from its parent company, Under Armour, and signaling a bold new direction for the athlete-led label.
After more than a decade together, the partnership that helped establish Under Armour in the basketball market is dissolving, a move confirmed by both parties Thursday. The Curry Brand, launched in 2020, will now operate as a completely independent entity, with Curry taking full control of the label’s future direction.
The separation, which is not set to be fully complete until late 2026, marks the end of one of the most significant athlete-brand collaborations of the past decade. The final Curry Brand x Under Armour sneaker, the Curry 13, is scheduled for release in February 2026.
A Clean Break for Growth and Focus
The parting appears to be mutually strategic rather than contentious. Under Armour CEO Kevin Plank praised Curry’s impact, stating the move allows the company to execute a “disciplined focus on the core UA brand during a critical stage of our turnaround.”
For Curry, the move is an opportunity to pursue “aggressive growth” and further solidify the brand’s mission, which centers on community impact and expanding access to youth sports.
“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,” Curry said in a statement. “What Curry Brand stands for, what I stand for and my commitment to that mission will never change, it’s only growing stronger.”
The Road Ahead: Challenges and Opportunities
The transition positions Curry Brand to join a select group of independent athlete ventures, drawing immediate comparisons to Michael Jordan‘s immensely successful Jordan Brand.
The key questions moving forward for the newly independent company include:
- Manufacturing and Distribution: Where will Curry Brand footwear and apparel be produced, and which retailers will carry the products once the Under Armour supply chain support ends?
- New Partnerships: Will Curry Brand align with a new, larger strategic partner for back-end support, or will it seek to build a completely self-sufficient operation?
- Creative Freedom: The independence grants Curry, who had already been named President of the brand, total creative control. This could lead to radical shifts in product design, technology, and marketing.
For the four-time NBA champion, this next chapter is not just about extending his brand beyond his playing career; it’s about transforming the Curry Brand into a true legacy business, fully controlled and directed by the star himself.
