The partnership between Under Armour (UA) and NBA star Stephen Curry has officially concluded after more than a decade. The announcement confirmed that the Curry Brand, previously distributed by UA, will now be fully managed by Curry himself. The collaboration began when UA successfully signed Curry away from Nike, leading to over 12 years of joint product releases and brand development.
Curry reflected on the partnership in a statement, saying, “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 Brand was created to change the game for good… It’s only growing stronger.”
The Curry 13, set to release in February 2026, will mark the final product under the UA label, with additional colorways and items available through October 2026. Kevin Plank, UA founder and CEO, praised Curry’s role as both ambassador and strategic leader, noting that the separation allows UA to focus on its core brand while giving Curry freedom to grow the Curry Brand independently.
Curry is now free to pursue new partnerships and expand his brand on his own terms.
