Stephen Curry and Under Armour have parted ways and will separate Curry Brand from the company. Curry, who launched Curry Brand in 2020, was with Under Armour for 13 years. Under Armour shares have fallen about 40% this year.
Curry signed a long-term extension with Under Armour in 2023.
“It’s been an incredible privilege to work with Stephen, who as President of Curry Brand has been much more than an ambassador – he’s become a thoughtful and strategic business leader,” said Kevin Plank, Founder and CEO of Under Armour. “Together with our teammates, he helped build something rare: a brand with credibility, community impact, and product that performs at the highest level. For Under Armour, this moment is about discipline and focus on the core UA brand during a critical stage of our turnaround. And for Stephen, it’s the right moment to let what we created evolve on his terms. We’ll always be grateful for what he’s brought to the UA team.”
“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.” said Stephen Curry. “Curry Brand was created to change the game for good and over the past 5 years, we successfully changed the game for kids, for communities, and for basketball. What Curry Brand stands for, what I stand for and my commitment to that mission will never change, it’s only growing stronger. I’m excited for a future that’s focused on aggressive growth with a continued commitment to keep showing up for the next generation.”
“This move lets two strong teams do what they do best,” Plank added. “Under Armour is focused on product innovation and performance for athletes at every level. Curry Brand gets the independence to determine its own future. That’s good for Stephen and good for UA.”