Under Armour restructuring includes split from its biggest star

Under Armour is parting ways with basketball star Stephen Curry as part of a restructuring initiative that includes focusing on its namesake brand.

The athletic apparel and footwear company said it plans to separate Curry Brand from Under Armour, ending a partnership “that has redefined performance product and athlete-led storytelling for more than a decade.” Under Armour had long played up its partnership with 11-time NBA All-Star.

Under the separation, Curry Brand will become independent of Under Armour, which will release the brand’s final shoe in February 2026 as planned. Additional colorways and apparel collections will be available through October 2026.

Under Armour’s total basketball business is about 2% of total revenue, or between $100 million to $120 million in the current fiscal year. The company said it does not anticipate the Curry split will have a significant effect on its consolidated financial results or profitability.

Under Armour restructuring includes split from its biggest star | Chain Store Age

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