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Under Armour parts ways with Steph Curry as restructuring gathers pace
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Under Armour parts ways with Steph Curry as restructuring gathers pace
Nov 13, 2025 4:03 PM

Nov 13 (Reuters) - Under Armour ( UAA ) and Stephen

Curry have parted ways, ending over a decade-long partnership

between the NBA star and the sportswear company.

Curry, who signed with the brand in 2013 after his Nike ( NKE )

contract expired, created the "Curry Brand" within Under

Armour ( UAA ) in 2020. The brand will become independent of Under

Armour ( UAA ) following the split.

"Under Armour ( UAA ) believed in me early in my career and gave me

the space to build something much bigger and more impactful than

a shoe," Curry said in a statement.

Under Armour ( UAA ) will release the Curry 13 - the final Curry

Brand and Under Armour ( UAA ) shoe - in February as planned, with

additional colorways and apparel collections available through

October, the company said.

Under Armour ( UAA ) has been struggling to stir up demand amid

fluctuating tariffs and weak consumer spending. It forecast dour

annual sales and profit last week.

"For Under Armour ( UAA ), this moment is about discipline and focus

on the core UA brand during a critical stage of our turnaround.

And for Stephen, it's the right moment to let what we created

evolve on his terms," CEO Kevin Plank said.

Founder Plank returned as CEO in April 2024 following two

consecutive annual sales declines and has spearheaded an

overhaul that has involved keeping a tight leash on inventory of

some products, pushing for fewer promotions and cutting jobs.

The company said on Thursday it had expanded its

restructuring plans and intends to incur an additional $95

million in charges that includes the Curry split.

Under Armour ( UAA ) does not expect a significant impact on its

consolidated financial results or profitability due to the

separation of the Curry Brand.

The company estimates its global basketball revenue,

including the Curry Brand, will be $100 million to $120 million

in its fiscal year 2026.

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