Curry Brand is one of the most recognisable businesses associated with the basketball star, but its corporate structure has changed significantly.
The brand launched with Under Armour in 2020, expanding Curry’s relationship with the sportswear company from a signature shoe partnership into a broader footwear, apparel and accessories business. Curry also received an award of 8,823,530 Under Armour Class C shares in 2023, valued at $75 million when granted, as part of the revised relationship between the athlete and the company.
That arrangement did not remain permanent. In November 2025, Under Armour and Curry announced that Curry Brand would separate from the company, with Under Armour releasing the final Curry 13 and additional products through October 2026. Curry retained ownership of the Curry Brand business as it moved towards independence.
By 2026, the next phase of Curry Brand was taking shape through a partnership with Chinese sportswear company Li-Ning. Thirty Ink described the agreement as a long-term plan to build Curry Brand as an independent company across basketball, golf and lifestyle products.
The change illustrates an important distinction in Curry’s portfolio: his involvement with a brand can evolve from athlete endorsement into ownership, licensing and broader corporate control.
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