Under Armour Splits Curry Brand as Restructuring Continues

Under Armour has announced its intention to separate the Curry Brand, a strategic move that coincides with the sportswear maker's approval of an additional $95 million in restructuring efforts. This decision marks a significant development for the Baltimore, Maryland-based company as it continues to refine its brand portfolio and operational strategies.

Despite the planned separation, Under Armour estimates its global basketball revenue, which encompasses the Curry Brand, to be between $100 million and $120 million in fiscal 2026. Furthermore, the company has stated that it does not foresee a significant impact on its consolidated financial results or overall profitability as a direct consequence of the Curry Brand's separation, suggesting a carefully managed transition.

The Curry Brand originally launched in 2020, conceived as a natural extension of Stephen Curry's enduring and highly successful partnership with the U.S. sportswear giant. It was designed to build on his influence and appeal within the basketball community and beyond, offering products and initiatives aligned with his persona and values.

Kevin Plank, founder and CEO of Under Armour, reflected on the collaboration, stating, "It's been an incredible privilege to work with Stephen, who as president of Curry Brand has been much more than an ambassador – he's become a thoughtful and strategic business leader." Plank commended Curry's instrumental role in creating "a brand with credibility, community impact, and product that performs at the highest level." He further clarified the rationale behind the separation, explaining that "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. We'll always be grateful for what he's brought to the UA team."

In a related positive development, Under Armour also revealed that it is raising its fiscal 2026 adjusted operating income outlook. This upward revision is attributed to the expected financial benefits derived from the company's expanded restructuring and transformation initiatives, alongside continuous improvements in operational efficiency across its business.