Under Armour and Curry Brand Part Ways After Ten Years of Partnership

Under Armour is focusing on its core brand. After more than a decade of collaboration between the two brands, Under Armour has announced its separation from Curry Brand, the personal brand of NBA basketball player Stephen Curry. The U.S. giant will focus on its namesake brand, developing new basketball products, while Curry Brand will go it alone.

“This decision is part of a strategy to focus on the group’s core brand during the recovery stage we are in,“ said Kevin Plank, founder and CEO of the company in a statement.

Curry Brand’s final launch with Under Armour will take place on February 13th, with a new sneaker model as the finale of their collaboration. In addition, associated designs and collections will be maintained between the two until October 2026.

Under Armour reported a 4.72% drop in revenues in the second quarter of 2025

Under Armour ended the second quarter of the current fiscal year in the red, while continuing to post declining sales. The company posted a 4.72% drop in revenue to $1.333 billion.

The company’s performance in recent months has also affected the year-to-date performance. At the end of the half-year, sales fell by 4.45% to $2.46 million.

The group recorded an operating profit of $17 million, a sharp drop from the $173 million the company earned in the first quarter of last year.