Under Armour Exits Curry Brand, Launches Final Curry 13 Shoe

The sportswear giant Under Armour is set to release the final collaboration with Steph Curry, known as the Curry 13, in February 2026. This announcement comes alongside the news that Under Armour will pay £73 million ($95 million) in separation charges as part of its split from the Curry Brand. The restructuring costs are significant, nearly equating to the annual revenue of Under Armour’s entire global basketball division.

In an official statement made on Under Armour’s website, founder and CEO Kevin Plank emphasized the importance of focusing on the core brand during a critical phase of the company’s turnaround. Under Armour’s decision to part ways with Curry reflects the mounting financial challenges the company faces. The restructuring expenses for the company have reached £194.66 million ($255 million), a considerable increase from initial projections of £122.14 million ($160 million).

The financial implications are stark. The £73 million restructuring charge is alarmingly close to the projected revenue of £76 million to £91 million ($100 million to $120 million) from Under Armour’s basketball division, including the Curry Brand, for fiscal 2026. This raises questions about the sustainability of Under Armour’s basketball operations, especially as the company has experienced eight consecutive quarters of declining sales.

In recent earnings calls, Curry’s name was notably absent for the first time after nine years of consistent mentions, indicating a significant shift in the company’s narrative. Under Armour’s share price has plummeted by 87% since its peak in 2015, largely due to intensified competition from brands like Hoka and On.

Fans and collectors should be aware that the Curry 13 will be available in February 2026, with additional colorways and apparel collections expected until October 2026. After this period, the Curry Brand will operate independently, allowing Steph Curry to pursue new retail partnerships without the constraints of Under Armour.

Curry, who has been a pivotal figure in Under Armour’s marketing strategy, expressed gratitude for the opportunity to build the Curry Brand. “Under Armour believed in me early in my career and gave me the space to build something much bigger and more impactful than a shoe,” he stated. “What Curry Brand stands for, what I stand for, and my commitment to that mission will never change; it’s only growing stronger.”

Founded in 2020, the Curry Brand was an extension of Curry’s partnership with Under Armour. After signing a long-term extension in 2023, Curry became president of the brand and received 8.8 million Under Armour shares valued at £57 million ($75 million). This transition marks a significant change in Curry’s approach to endorsements, as he opts for full independence rather than aligning with competitors like Nike or Adidas.

The Curry Brand’s independent structure allows Curry to exercise complete creative control over the brand’s direction. In a notable move, he signed Sacramento Kings guard De’Aaron Fox as the first signature athlete beyond himself. This strategic decision mirrors the success of Michael Jordan’s Jordan Brand, which transformed basketball marketing.

As Under Armour navigates its current challenges, Plank, who returned as CEO in March 2024, has committed to cutting 25% of stock-keeping units while accelerating product innovation. The company has raised its fiscal 2026 adjusted operating income forecast to between £72.52 million and £83.97 million ($95 million–$110 million).

“This move lets two strong teams do what they do best,” Plank remarked, highlighting the newfound independence of Curry Brand. For collectors and enthusiasts, the Curry 13’s release is not just a final signature model; it symbolizes a £73 million acknowledgment of a partnership that has evolved into a financial burden for Under Armour, costing nearly as much to exit as the annual revenue generated by its basketball division.