Stephen Curry’s split from Under Armour earlier this month has ended one of the most high-profile athlete-brand partnerships in sports. Now it seems the Golden State Warriors star is the most coveted sneaker free agent in the world. The day after the separation was announced one Nov. 13, Curry warmed up wearing Nikes.
Shopping for a New Deal?
The partnership began in 2013, when Curry shocked the industry by choosing Under Armour over Nike. His first signature shoe debuted in 2015, just as he transformed into a global superstar and led the Warriors to an NBA Finals victory. But over time internal frustrations reportedly mounted. According to people familiar with the matter, Curry and his advisers felt the company underinvested in the Curry Brand. Basketball footwear sales began to lag, making only an estimated $120 million, a small portion of Under Armour’s nearly $5 billion in expected annual revenue for fiscal year 2026. The market size for basketball sneakers is estimated to be around $5.43 billion in 2023 and is projected to grow to over $6.55 billion by 2030.
The company and Curry framed the split as amicable in a joint statement. Under Armour will still release the Curry 13 in February and wind down remaining product through October. But the breakup comes as CEO Kevin Plank restructures the business, cuts costs, and shifts focus back to football and other field sports.
The financial shakeout is significant. Ending the Curry deal is rolled into a nearly $100 million increase in restructuring expenses. Curry’s personal equity stake, worth $75 million when granted in 2023, has lost about half its value. The shares weren’t scheduled to vest until 2029, CNBC reported.
Now, Curry is a top target for every major sneaker brand. After he appeared at a game in Reebok “Shaqnosis” sneakers, Shaquille O’Neal, president of Reebok Basketball, revealed, “Well, he is a good, personal friend of mine, and I think our people are having conversations with his people, I think.” Shaq said to Sneaker News, “It was a big moment for me and a big moment for the brand. It puts everyone in a ‘W hat’s he going to do?’ phase.”
Nike, Adidas, Puma, New Balance, Anta and Li Ning are all expected to make a run. Curry has been spotted in multiple brands since the split, from Nike’s Kobe 6 “Mambacita” to Penny Hardaway classics. Asked about the sudden sneaker rotation, he called it “new beginnings.”
