Big news💥! Shams: Curry and Under Armor part ways, ending long-term partnership!

According to Shams, Warriors star Stephen Curry has parted ways with Under Armor, ending their long-term partnership. Curry's personal brand will continue to develop independently.

Shams said that Curry’s shoe collaboration with Under Armor will continue as planned until 2026, but his Curry Brand (Curry Brand) is about to enter the free market for sneakers.

Under Armor subsequently issued a statement:

The company has decided to separate the "Curry Brand" from the Under Armor business system, ending a partnership that has redefined performance products and athlete-led narratives for more than ten years.

Under Armor will strictly focus on its core brand of the same name, develop new UA basketball products, and continue to support athletes and projects at all levels of competition.

According to the separation plan, the Curry brand will operate independently from Under Armor. Under Armor will release the Curry 13th generation - the last Curry brand and Under Armor co-branded basketball shoes - in February 2026 as planned, and will continue to launch more color matching styles and clothing series before October 2026.

Curry issued the following statement:

Under Armor trusted me early in my career and gave me the space to build something more meaningful and impactful than just sneakers. I'm forever grateful for that.

The beliefs represented by the Curry brand, my personal persistence, and my commitment to this mission—will never change.

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