Under Armour has begun reshaping its workforce tied to Curry Brand as the athleticwear company moves forward from its partnership with NBA star Stephen Curry, disbanding the dedicated team and shifting employees into new roles or letting some go. The personnel changes come as Under Armour continues to sell existing Curry merchandise while ending its long-running collaboration with Curry, reflecting broader restructuring efforts at the company.FashionNetwork
Under Armour has laid off two employees who had been working directly on the Curry Brand and reassigned others to different positions within the company, according to people familiar with the situation. The team that had focused on branded shoes, apparel and related marketing has been disbanded, even as products tied to the Curry Brand will continue to be sold through October 2026. FashionNetwork
The shuffle follows an announcement earlier this year that Under Armour and Curry would end their partnership, which began in 2012 and had been central to Under Armour’s basketball strategy for more than a decade. Under the separation agreement, Curry Brand will eventually operate independently of Under Armour, with the final signature sneaker — the Curry 13 — scheduled for release in February 2026 and additional colourways and apparel collections available through the following months. PR Newswire
The personnel changes underline how Under Armour is winding down internal operations linked to Curry Brand, a move that coincides with broader efforts to stabilise its financial performance and refocus on core products. Under Armour’s shares have fallen sharply this year, dropping roughly 45%, and the company has been working to arrest two years of sales declines by increasing marketing investment in its main lines while streamlining its product portfolio. FashionNetwork
Curry’s departure marked a turning point for Under Armour’s basketball business. His rise to NBA stardom and the popularity of his signature line helped the company build credibility in basketball footwear, a category that had been challenging for the brand before his arrival. At its peak, Curry Brand became a key part of Under Armour’s attempt to compete with rivals like Nike’s Jordan Brand. But despite early momentum, the business ultimately did not meet the growth expectations of either party. FashionNetwork
Inside the company, the restructuring has triggered broader workforce changes beyond the Curry Brand team. Under Armour has expanded its fiscal 2025 restructuring plan, adding approximately $95 million to expected charges related to layoffs, contract terminations and asset impairments. This brings total pre-tax restructuring and related costs to an estimated $255 million, part of a strategy to streamline operations as the brand navigates a challenging economic environment. PR Newswire
Under Armour declined to comment directly on the personnel decisions, with a spokeswoman saying the company does not publicly discuss individual employee matters. Representatives for Curry did not immediately respond to requests for comment on the workforce changes or the broader separation. FashionNetwork
Analysts view the personnel shifts as a logical step in phasing out the internal organisational structure that supported Curry Brand. Even as the final products from the collaboration continue to roll out through 2026, the official disbanding of the team signals that Curry Brand is transitioning into a different phase — one in which Under Armour’s involvement will diminish. PR Newswire
For Under Armour, shedding the Curry Brand team and related roles is part of a recalibration of its overall business. The company has been refocusing resources toward its core performance apparel, footwear and accessories categories, emphasising innovation and operational efficiency amid stiff competition from larger rivals in the athletic sector. FashionNetwork
Stephen Curry’s own position in the sneaker landscape has attracted significant attention since the split. As a free agent in the endorsement world, he has the opportunity to partner with other brands or take the Curry Brand independent — potentially positioning his personal line for new growth outside of Under Armour’s infrastructure. Yahoo Sports
Industry insiders note that while the internal reshuffle reflects necessary adjustments within Under Armour, it is also part of a broader challenge for the company: sustaining momentum without one of the most influential athlete partnerships in basketball history. Under Armour continues to invest in other athletes and basketball initiatives, but the Curry Brand’s influence has been a defining part of its narrative in the category for years. FashionNetwork
The phased wind-down and personnel moves come amid continued market pressure and shifting consumer preferences in athletic footwear and apparel. Under Armour has pursued a strategy of concentrating on its foundational products and marketing to revitalise its brand relevance, while adapting its organisational structure to align with long-term goals. PR Newswire
As Under Armour moves forward, the reshuffle of Curry Brand employees marks a tangible milestone in the separation process and signals how the company is reallocating talent and resources in pursuit of broader strategic priorities. The impact on morale and internal culture remains to be seen, but for now, the changes reflect a decisive shift in how one of the industry’s most high-profile collaborations is being brought to a close. FashionNetwork
