Can Steph Curry make sneaker collectors want a pair of Skechers? What about Li-Ning or Anta? Maybe a new 361 Degrees shoe with a matching sweatsuit that becomes the rage in the Bay Area?
Or, will his Curry Brand focus on doing things on its own, becoming the next big face of the sneaker industry?
What we know now is that Curry will no longer be the face of Under Armour basketball.
Curry and Under Armour mutually agreed to part ways Thursday after 12 years, making the greatest shooter in the NBA and his Curry Brand free agents less than a month into his 17th season with the Golden State Warriors. Curry’s final shoe with Under Armour, the Curry 13, will be released in February, and merchandise will be produced until October 2026.
Meanwhile, Curry Brand, which was launched in 2020, is free to find a new retail partner. Currently, the brand is set to move independently.
This will be the latest test of Curry’s appeal. Living in California, I probably see more fans wearing Curry’s gear than most. Having 13 signature shoes is an accomplishment, as there aren’t many players in NBA history who have reached that level.
The Curry-Under Armour partnership was special because it combined two brands that weren’t supposed to be big in basketball. Curry spent his first four NBA seasons with Nike. He showed signs of stardom early, but who could have predicted he’d become one of the greatest players ever? That progression added to the legend of the partnership.
“Under Armour believed in me early in my career and gave me the space to build something much bigger and more impactful than a shoe,” Curry said in a statement released Thursday. “I’ll always be grateful for that.”
An 11-time NBA All-Star, Stephen Curry took to the court of the 2025 NBA All-Star Game in San Francisco wearing his custom Curry 12 “What The Bay” shoes from Under Armour. (Ezra Shaw / Getty Images)
Under Armour was once best known for its football gear, but Curry made the company matter in basketball. He now has the opportunity to do that for another company.
Nike infamously botched its pitch to keep Curry — it’s been documented how the company mispronounced his name — and allowed Under Armour to swoop in and land him as he was on the verge of superstardom. Under Armour benefited from Nike’s fumble and landed its biggest star.
No one will confuse any of the Curry shoes with an Air Jordan in terms of style or popularity. They weren’t Allen Iverson’s Question signature shoes from Reebok or the Kobe Bryant shoes from Nike that many players still wear.
The Curry shoes might not be iconic, but Curry is. That’s why his shoes caught the public’s attention. Curry made you pay attention to Under Armour.
He just dropped 46 points in a win Wednesday at San Antonio, so he’s not slowing down yet. He’s relevant not just in basketball, but also popular culture. The shoe company that the Curry Brand chooses to associate with figures to get traction.
WHERE SHOULD STEPH GO NEXT?! pic.twitter.com/Y5KvJSYyJa
— Complex Sneakers (@ComplexSneakers) November 13, 2025
That matters as Nike, Adidas and New Balance take up most of the space on NBA courts. Reebok is trying to reclaim a spot among the giants with a mix of new talent and nostalgia.
The shoe landscape has continued to evolve since Curry joined Under Armour. More players aren’t content with simply being pitchmen. They want equity — even if it means going to a lesser-known brand.
Curry would bring his cache and his own brand to any company. He doesn’t figure to have to come up with a new logo, like Kawhi Leonard did when he left Nike for New Balance after it was ruled that Nike owned the logo. Kyrie Irving, who has a partnership with Anta, ran into the same issue after his deal with Nike ended.
Curry is bigger than those names, and if the brand chooses not to remain independent, whichever company is chosen should see a boost. Curry could once again partner with a power like Nike, putting his brand on the biggest stage.
Curry has also taken pride in being a game-changer for years. From changing how basketball is played with his shooting to helping to put Under Armour on the map, Curry has always been different.
Now we wait to see what’s next.
“This move lets two strong teams do what they do best,” Under Armour CEO, founder and owner Kevin Plank said via statement. “Under Armour is focused on product innovation and performance for athletes at every level. Curry Brand gets the independence to determine its own future. That’s good for Stephen and good for UA.”
