Johannesburg, South Africa – In a surprising move that's sending ripples through the sports apparel world, Stephen Curry and Under Armour are parting ways. After a decade-long partnership that birthed the Curry Brand, the basketball superstar is set to become independent, leaving many South African fans wondering what's next.
Under Armour's Core Focus
Under Armour is shifting its focus back to its core brand, aiming for a comeback. This means new UA Basketball products and continued support for athletes and programs across all levels of the game. The Curry 13, the final Curry Brand x Under Armour shoe, is slated for release in February 2026, with additional apparel collections available until October 2026.
"It's been an incredible privilege to work with Stephen," said Kevin Plank, Founder and CEO of Under Armour. "For Under Armour, 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."
The Curry Brand Legacy
Launched in 2020, Curry Brand combined performance innovation with community investments, especially in youth sports. This initiative also expanded Under Armour's Project Rampart youth sports and education program to Oakland. While the partnership is ending, Under Armour will continue to support these efforts.
What does this mean for South African fans?
- Potentially limited availability of future Curry Brand products through Under Armour channels.
- Increased anticipation for Stephen Curry's independent ventures in the sports apparel market.
- Continued support for youth sports programs, even with the separation.
South African sneakerheads and basketball enthusiasts will be eagerly watching to see what Stephen Curry does next and how Under Armour evolves its core brand in the coming years.