Under Armour to Shift Focus on Core Brand
Baltimore, Nov. 13, 2025 — Under Armour, Inc. (NYSE: UAA, UA) has announced a significant change. The company will separate the Curry Brand from Under Armour. This marks the end of a partnership that has influenced performance products and athlete storytelling for over ten years.
Under Armour will now concentrate on its main brand. They plan to launch new UA Basketball products and continue supporting athletes and programs at all levels. Stephen Curry will become independent from Under Armour. The Curry 13—a joint shoe—will debut in February 2026, with more styles and apparel offered through October 2026.
Kevin Plank, Founder and CEO of Under Armour, shared his thoughts on this transition. He highlighted Curry’s role not just as an ambassador but as a strategic business leader. Plank stated, “For Under Armour, this moment is about discipline and focus on our core brand during a critical stage of our turnaround.” He also expressed gratitude for Curry’s contributions to the team.
The Curry Brand began in 2020, representing a partnership built on innovation and community support, particularly focusing on youth sports and underfunded basketball programs. This partnership helped Under Armour expand its Project Rampart initiative into Oakland, and the company plans to continue supporting this cause.
Curry reflected on their collaboration, saying, “Under Armour believed in me early in my career and gave me the space to build something impactful. I’ll always be grateful.” He emphasized that the goal of the Curry Brand was to create positive change, and he is eager for its future growth.
Plank reiterated the benefits of the separation, saying it allows both teams to shine in their respective areas. Under Armour will focus on product innovation, while the Curry Brand will carve its own path.
As of 2025, Under Armour continues to navigate a competitive market. According to recent reports, the global sports apparel industry is expected to grow to over $250 billion by 2026. This growth underlines the importance of brands adapting to changing consumer preferences and focusing on core offerings. Under Armour’s shift shows a keen understanding of market dynamics.
About Under Armour, Inc.
Based in Baltimore, Maryland, Under Armour, Inc. is a top innovator in athletic performance apparel, footwear, and accessories. The company aims to enhance human performance with its cutting-edge products. For more information, visit Under Armour’s official website.
SOURCE: Under Armour, Inc.
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Under Armour, Inc.
