From now on, the shoes belonging to the greatest shooter of all time will look a little different.
The move allows Curry Brand, the company that had produced sneakers and clothes under the Under Armour umbrella, to operate independently. Curry Brand can now seek another exclusive retail partner.
“What Curry Brand stands for, what I stand for and my commitment to that mission will never change, it’s only growing stronger,” Curry said Thursday in a press release. “I’m excited for a future that’s focused on aggressive growth with a continued commitment to keep showing up for the next generation.’
Curry also thanked Under Armour for believing in him earlier in his career and for affording him “the space to build something much bigger and more impactful than a shoe.”
Curry Brand has also launched several initiatives, investing in youth sports and underfunded basketball programs.
Under Armour had experienced widespread success with Curry as an ambassador, though the company’s performance has lagged recently. Under Armour expanded its restructuring plan and the company’s stock is down more than 50% since last November and nearly 70% in five years.
“For Under Armour, this moment is about discipline and focus on the core UA brand during a critical stage of our turnaround,” Under Armour founder and CEO Kevin Plank said in the release. “And for Stephen, it’s the right moment to let what we created evolve on his terms. We’ll always be grateful for what he’s brought to the UA team.”