US EditionUnder Armour splits with Steph Curry as it focuses on strengthening core brand
The split ends a 13-year collaboration amid Under Armour's eight consecutive quarters of sales decline and a 40% share price drop, allowing Curry Brand full independence.
- On Thursday, Under Armour, Inc. and Stephen Curry mutually agreed to end their 13-year partnership effective immediately, separating Curry Brand from the company.
- Facing falling sales and leadership churn, Under Armour has endured eight straight quarters of declines while shares dropped about 40% this year, prompting a strategic brand repositioning.
- Curry Brand, launched in 2020, will remain solely owned by Curry, while Under Armour will release the Curry 13 as the final shoe with colorways and apparel available through October 2026.
- Under Armour said it will continue developing UA Basketball products and support athletes, adding the loss of Curry Brand won’t significantly affect results but will incur $95 million in restructuring charges.
- Curry said in the release that `What Curry Brand stands for, what I stand for and my commitment to that mission will never change, it's only growing stronger` and he is excited for aggressive growth as Curry Brand becomes independent next year.
60 Articles
60 Articles
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AfroTechStephen Curry and Under Armour Part Ways as Curry Brand Moves to Independence
Under Armour and Stephen Curry have announced plans to separate Curry Brand from the company, officially ending a partnership that shaped performance innovation and athlete-driven storytelling for more than ten…
The star of the NBA Stephen Curry leaves Under Armour, the sportswear company with which she has collaborated for more than a decade. Curry’s brand will become independent, while Under Armour plans to develop its own line of sneakers and basketball equipment, according to a statement published on Thursday. Continue reading
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