American sportswear brand Under Armour officially announced on Thursday that it plans to end its 12-year partnership with its star athlete Stephen Curry. Under Armour will now focus its resources on developing its own brand and continuing to launch new UA basketball products.

According to ESPN's Shams Charania, Curry Brand, Curry's personal sportswear brand co-founded with Under Armour in December 2020, will continue to operate independently. The final shoe from their collaboration, the Curry 13, will still be released in February 2026, and other colorways and related apparel will continue to be released as planned until October 2026.

CNBN further pointed out that Under Armour's restructuring is expected to cost $255 million, including expenses such as the divestiture of the Curry brand, contract termination, asset impairment, and severance pay.

Regarding this decision, Under Armour founder and CEO Kevin Planck said, "It has been a great honor to work with Stephen. As president of Curry Brand, he has long transcended the role of a brand ambassador and grown into a far-sighted and strategic business leader. Together with our team, he has helped build a rare brand that is both credible and has a positive impact on the community, while also delivering top-performing products."

"For Under Armour, this is a critical time to focus on developing our core brands and driving corporate transformation with a rigorous approach. For Stephen, it is the right time for the brands we co-founded to develop independently according to their vision. We will always be grateful for his contributions to the Under Armour team."

Planck added, “This move allows both sides to leverage their strengths. Under Armour will continue to focus on product innovation, providing top-performing equipment for athletes at all levels. Curry Brand, on the other hand, gains the independence to plan its own future. This arrangement is beneficial for Stephen, and equally so for Under Armour.”

Curry said, "Under Armour believed in me early in my career and gave me the space to build a bigger and more impactful business than just shoes. I will always be grateful for that."

“Curry Brand was founded with the intention of permanently changing the industry landscape. Over the past five years, we have successfully brought positive change to children, communities, and the sport of basketball as a whole. Curry Brand’s values, my personal philosophy, and commitment to this mission will never change; they will only grow stronger. I look forward to a future of positive expansion and will continue to dedicate myself to contributing to the next generation.”