Under Armour will spin off the Curry Brand, ending its 13-year collaboration with Stephen Curry. The split is part of a broader restructuring that adds $95 million to UA’s cost-savings plan, bringing total expected charges to $255 million. The final Curry 13 shoe launches in February 2026.
Under Armour and Stephen Curry have mutually agreed to part ways after more than a decade of collaboration. The Curry Brand will operate as a standalone business moving forward. Under Armour plans to release the Curry 13 sneaker in February 2026, with additional colorways and apparel through October 2026.
Financial restructuring context
Under Armour is expanding its restructuring plan, adding $95 million (€90 million) to previously disclosed charges. The total pre-tax restructuring charge is now expected to reach $255 million (€242 million), covering severance, contract terminations, asset write-downs, and the Curry brand separation. Of that, up to $107 million (€101 million) is cash-related (including ~$34 million (€32 million) for severance), and up to $148 million (€140 million) is non-cash.
Under Armour refocuses on core brand as Curry partnership ends
Under Armour is leveraging its separation from Stephen Curry to drive a strategic refocus on its core athletic business. CEO Kevin Plank characterized the split as essential to the company’s turnaround, stating the move is about concentrating on “the core UA brand during a critical stage”.
Despite the significant restructuring costs involved, Under Armour maintains that the separation won’t materially affect its consolidated financials, with the company’s global basketball business – including Curry – projected to generate between $100 million and $120 million in revenue for fiscal 2026. The amicable split allows Under Armour to streamline operations while enabling Curry to pursue independent growth opportunities with his now-standalone brand.
Zoom out
The move could signal a changing dynamic in athlete-endorsed lines: Curry Brand, now independent, may seek new partnership opportunities. It underscores how even high-profile athlete collaborations are not immune to corporate cost-cutting and strategic pivots. Under Armour’s refocus on its namesake brand suggests it is doubling down on its own innovations and product lines rather than relying on a signature athlete business unit.
The bottom line
This is more than a celebrity-brand separation. Under Armour is using the split with Stephen Curry as a lever for deeper cost restructuring while signaling a renewed focus on its core business. For Curry, it’s a chance to take full control of his brand – and potentially reshape his legacy with new partnerships or directions.
