Under Armour is Disbanding its Curry Team Internally
PublishedQuick Facts
- Under Armour has fired the entire core Curry Brand leadership team
- Other employees working at UA for Curry Brand have been shuffled throughout the company and operate under hybrid roles now
- It seems neither Curry nor Under Armour is putting much effort into marketing the products left
- Sources are also confused about how the Curry 13 will be marketed
Last month, Steph Curry and Under Armour jointly announced the termination of their years-long partnership. What was supposed to be a lifetime deal between Curry Brand and Under Armour is no more. Steph is now in footwear free agency and flexing his sneaker muscles by rocking just about every brand under the sun. However, while Under Armour is still expected to release the Curry 13 in February 2026 and continue to sell Curry product until October, Sole Retriever can report that UA’s Curry team is being disbanded.
According to sources close to the situation, the entire core Curry Brand leadership team, comprising at least five people, has been laid off, with the rest being reassigned across the Under Armour company into new roles. They’ll be operating in hybrid roles, still helping out with the rest of the Curry business dealings throughout the winding down of the partnership. This took place on December 8, just days after Sole Retriever reported exclusive details of Steph Curry’s reasons for walking away from his Under Armour deal.
These same sources also tell Sole Retriever they’re confused about how the Curry 13 will be rolled out because of the barebones Curry team. Since the split, there have only been two Curry Brand sneaker drops, a Curry Fox 2 and Curry Series 7 for Christmas. Both went under the radar, with only a post on Instagram by the official Curry Brand account. What did Steph wear that day? Anything but Under Armour. That night, he wore Kevin Garnett’s Nike Air Garnett 3 and the adidas AE 1 Low. Steph has only worn Under Armour a handful of times in-game following the break-up.
It seems that with the lack of resources Under Armour is putting into its Curry team and Steph’s unwillingness to consistently promote his own releases with the brand, the two are totally fine with the rest of the products quietly hitting shelves and being forgotten about. For Steph, that isn’t a huge deal. He’s already paid, and he’s testing the waters of free agency. Under Armour will have to absorb the loss if these products sit on shelves, with the brand already expecting to spend $100 million in restructuring costs following Curry's departure.
The financial woes don’t stop there. In the last year, Under Armour’s stock is down nearly 45%, and 74.3% in the last five years. Revenue was reported to be down 5% in Q2 2026 compared to Q2 2025, and the brand expects revenue to fall another 4-5% for the full fiscal year. In a press release announcing the split between UA and Curry Brand, CEO Kevin Plank mentioned that “this moment is about discipline and focus on the core UA brand during a critical stage of our turnaround.” Expect UA to stick to its “core UA brand” going forward.
Sneakerhead from South Florida who turned his passion into a career. When not writing for Sole Retriever, I enjoy attending concerts, catching the latest movies, and trying new food. Email: nick@soleretriever.com
