Under Armour and NBA superstar Stephen Curry have just severed a 13-year bond, shaking up the sportswear industry. This split, announced on Thursday, November 13, 2025, signals a pivotal moment for both parties as they chart independent paths. It’s a bold move in a market where brand loyalty and athlete endorsements can make or break a company.
According to CNBC, effective immediately, Curry regains full control of Curry Brand while Under Armour refocuses on its core identity during a challenging turnaround phase.
Back in 2013, Curry signed with Under Armour, drawn to their scrappy, underdog spirit over giants like Nike. This partnership became a cornerstone for the company, with Curry’s name echoing through nearly every earnings call since 2016. His influence helped shape a significant basketball segment for the brand.
In 2020, Curry Brand launched under Under Armour’s umbrella, focusing on basketball shoes and apparel. By 2023, Curry signed a long-term extension, becoming president of the brand and receiving 8.8 million shares valued at $75 million then. It seemed like a permanent alliance—until now.
The separation, effective as of November 13, 2025, lets Curry maintain sole ownership of his brand. He’s now free to seek new retail partners to expand its reach. This is a rare opportunity for a star athlete to steer his business vision independently.
Under Armour, meanwhile, will release the Curry 13 shoe in February 2026 as its final joint project. After that, the company plans to develop new UA Basketball products without Curry’s involvement. It’s a clean break, but not without costs.
The company is in the midst of an expanded restructuring plan, now projected to cost $255 million—$95 million more than earlier estimates. These expenses cover the Curry Brand split, contract terminations, impairment charges, and severance. It’s a heavy price for a firm already battling declining sales for eight straight quarters.
Under Armour’s basketball business, including Curry Brand, is expected to generate $100 million to $120 million in revenue this fiscal year, ending early 2026. Yet, the company insists this split won’t significantly dent their financials or profitability. Investors, however, might question the timing amid a 40% drop in shares this year.
CEO Kevin Plank is pushing to reposition Under Armour as a premium brand while consumer spending on apparel and shoes shrinks. “This move lets two strong teams do what they do best,” Plank stated. He sees this as a chance to focus on core UA innovation for athletes at all levels.
The sportswear arena has evolved dramatically since Under Armour’s founding in 1996. Industry titans like Nike struggle to hold market share against upstarts like On and Hoka, which lure younger buyers and top talent. Under Armour, with its revolving leadership door, faces an uphill climb.
Curry’s exit could sting, as his partnership was likely central to Under Armour’s turnaround hopes. Plank noted the basketball category’s untapped potential for a $5 billion company like theirs. “We think we can just do a little better,” he added, hinting at strategic shifts ahead. For Curry, a four-time NBA champion and two-time MVP at 37, this marks a transition beyond the court. He’s eyeing golf and other ventures, signaling a broader business focus. “My commitment to that mission will never change,” Curry affirmed about his brand’s purpose.
“I’m excited for a future focused on aggressive growth,” Curry said, emphasizing his drive to inspire the next generation. His brand’s independence opens doors to new partnerships—will he align with a giant like Nike or Adidas? Neither commented on potential interest.
Under Armour, per Plank, is doubling down on discipline during this “critical stage of our turnaround.” The split, he believes, benefits both sides by allowing separate growth trajectories. It’s a pragmatic, free-market move—let each entity find its winning ground.
For investors and wealth-builders, this story underscores the volatility of brand value tied to personalities. Under Armour’s stock slide and restructuring costs signal caution, but Curry’s brand autonomy could spark lucrative deals. Keep an eye on sportswear stocks—market shifts here are fast and fierce.