Under Armor and Curry end 13-year partnership with $255 million breakup fee

#Under Armor and Curry's breakup fee amounted to US$255 million#[Under Armor and Curry's "breakup fee" amounted to US$255 million] On November 14, sports brand Under Armor and basketball player Stephen Curry jointly announced that the two parties had reached an agreement on the strategic split of Curry's personal brand CurryBrand, and would officially end the nearly 13-year cooperative relationship.

Under the framework of this strategic split, the Curry brand will break away from the Under Armor system and operate independently. Curry himself will own Curry’s logo, intellectual property and other core assets, and has the right to find other business partners.

In order to buffer the market concerns caused by the split, the two parties have set up a gradual transition arrangement. Under Armor will launch the last co-signed shoe Curry 13 in February 2026 as originally planned, and in the following months until October 2026, it will gradually launch more colors of the shoe and related apparel products.

According to Under Armor's latest statement, it is estimated that a series of "breakup costs" with Curry Brand will reach US$255 million. Among them, up to US$107 million is cash-related expenses, covering approximately US$34 million in employee severance and benefit costs, and US$73 million in expenditures for various transformation initiatives; there is also up to US$148 million in non-cash expenses, involving contract termination, facilities and software impairment, etc. (Interface News, Aita)