Under Armour is disbanding the team that worked on the Curry Brand even as it continues selling and unveiling new products until late 2026.
The company has reassigned employees from basketball star Stephen Curry’s shoe and apparel line, while two others have been laid off, according to a report in Bloomberg on Friday.
A person with knowledge of the matter revealed the details but was not authorized to give a statement on behalf of Under Armour.
Still, Under Armour will continue selling Curry Brand gear and release its final signature shoe, the Curry 13, in February. A line of apparel and different styles of the upcoming shoe will be sold until October 2026.
In November, Under Armour revealed that it would separate from the Curry Brand in a move that was seen as unexpected.
The news was part of a larger announcement that Under Armour was initiating a restructuring plan to increase financial and operational efficiency by the end of fiscal year 2026. The break from Curry Brand will save Under Armour nearly $50 million as it looks to bring a halt to two years of sales that have dipped. Focusing on its own core products will now be the main priority for Under Armour.
“With our strategy, operating model, and go-to-market approach firmly in place, we’re staying disciplined and focused,” Kevin Plank, founder and CEO of Under Armour said in September. “The response from consumers and partners reflects this execution, driven by stronger product, sharper storytelling, and a renewed belief in the Under Armour brand.”
In its second quarter, which ended on September 30, Under Armour reported a 5 percent drop in revenue to $1.3 billion with North American revenue was down 8 percent at $792 million. Sales abroad were up 2 percent to $551 million.
Curry, 37, is seen as the leading face of all of the athletes part of the Under Armour roster since signing with the company 13 years ago. His Curry Brand was launched in 2020 and quickly followed with a signature basketball shoe line, apparel and accessories.
But sales of products in the Curry Brand stable did not achieve huge windfalls despite the massive star power of its namesake in a basketball shoe and apparel filed packed with competition from Nike, Adidas and Puma — and Chinese brands like Anta and Li Ning.
Curry and his associates were reportedly not satisfied with the direction of his brand and cited insufficient investment by Under Armour as factor in the separation. Meanwhile, Under Armour said in its earnings report in September that it would take on $95 million in costs associated with the split in addition to already absorbing $160 million in pre-tax restructuring costs.
A message from Under Armour said the company doesn’t comment on decisions regarding its staff.
