Under Armour is ending its decade-long partnership with basketball star Stephen Curry as part of a wider restructuring aimed at refocusing the business on its core brand.
The company said it will separate Curry Brand from Under Armour, bringing to a close a collaboration that has been central to its performance narrative for more than 10 years.
Under Armour will release the brand’s final shoe in February 2026, with additional colourways and apparel scheduled through October 2026.
Curry, who first signed with Under Armour in 2013 after four seasons with Nike, will retain full ownership of the brand and is free to secure a new retail partner.
“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 founder and CEO Kevin Plank.
“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.”
The split comes as Under Armour expands its restructuring plan, which is now expected to cost up to $255 million — $95 million more than initially projected.
The higher figure reflects the Curry Brand separation, contract terminations, impairment charges and severance costs.
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The company said its basketball category represents about 2% of revenue, or $100 million to $120 million this fiscal year, and that the Curry exit is not expected to materially affect group results.
For the quarter to 30 September, revenue fell 5% to $1.3 billion. North America declined 8% to $792 million, while international revenue rose 2% to $551 million.
Wholesale revenue dropped 6% to $775 million, and direct-to-consumer sales slipped 2% to $538 million. Owned store revenue was flat, while e-commerce fell 8% and accounted for 28% of DTC sales.
The company posted a net loss of $18.8 million, or $0.04 per share, compared with net income of $170.3 million, or $0.39 per share, a year earlier.
“We delivered results ahead of our prior outlook this quarter and are encouraged to see signs of brand momentum in North America – an important milestone in our turnaround,” Plank said.
“With our strategy, operating model, and go-to-market approach firmly in place, we’re staying disciplined and focused.
“The response from consumers and partners reflects this execution, driven by stronger product, sharper storytelling, and a renewed belief in the Under Armour brand.”
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