Under Armour splits with Steph Curry, leaving NBA legend free to find a new business partner

In this article

Under Armour

and Stephen Curry have mutually agreed to end their 13-year partnership effective immediately, they said on Thursday.

The sudden announcement separates Curry Brand, which makes basketball shoes and apparel, from Under Armour at a time when the sportswear brand is struggling to kickstart sales. As part of the split, Curry will maintain sole ownership of Curry Brand and is free to find another retail partner. Under Armour will release the Curry 13, the final Curry Brand shoe with Under Armour, in February.

“For Under Armour, this moment is about discipline and focus on the core UA brand during a critical stage of our turnaround,” Under Armour CEO Kevin Plank said in a statement. “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.”