Under Armour and the greatest shooter of all time have mutually agreed to end their 13-year partnership effective immediately on Thursday.
The Curry brand separates independently from UA, as it maintains ownership of Curry and is now free to find another retail partner.
Under Armour will release the Curry 13, the final Curry brand shoe, in February.
Meanwhile, the Under Armour CEO Kevin Plank discussed the critical stage of the turnaround, which focuses on the brand itself.
“For Under Armour, this moment is about discipline and focus on the core UA brand during a critical stage of our turnaround,” Under Armour CEO Kevin Plank said in a statement. “And for Stephen, it’s the right moment to let what we created evolve on his terms. We’ll always be grateful for what he’s brought to the UA team.”
The four-time NBA champion noted that the Curry Brand is about to grow stronger, and he expressed excitement about what is to come next.
“What Curry Brand stands for, what I stand for and my commitment to that mission will never change, it’s only growing stronger,” Curry said in a statement. “I’m excited for a future that’s focused on aggressive growth with a continued commitment to keep showing up for the next generation.”
According to reports, Under Armour shares have fallen about 40% this year, as Nike and Adidas both have partnerships with top NBA players.
In addition, Curry was often mentioned during Under Armour’s quarterly earnings call, but now appears to have no reference to a partnership in its most recent one last week.
