Curry Brand is a brand launched by NBA star Stephen Curry in November 2020. The brand was a sub-brand of Under Armour, until their partnership ended in November 2025.[1] The brand focuses on basketball performance footwear, apparel, and accessories. Curry Brand is positioned as a competitor to Nike's Jordan Brand.
History
Curry Brand was officially announced by Under Armour on November 30, 2020, as part of a long-term partnership with Stephen Curry. The launch coincided with Under Armour's quarterly earnings report, which revealed $1.43 billion in revenue, flat compared to the previous year.[2]
After a 12-year partnership between Stephen Curry and Under Armour, in November 2025, the two agreed to part ways with Curry maintaining sole ownership of the brand and being free to find another retail partner.[1]