Stephen Curry and Under Armour are officially going their separate ways. After years of collaboration that helped shape both Curry’s personal brand and Under Armour’s basketball presence, the two sides have decided to end their partnership. The final Curry-branded sneaker is set to drop in February, closing the book on a chapter that was as much about innovation as it was about identity.
The split, according to reports, came after Curry and his team expressed frustration over what they saw as a lack of continued investment from Under Armour. And while the relationship remained professional and respectful throughout its run, it’s clear Curry is ready for a new direction.
When asked recently about his plans for Christmas Day sneakers, Curry didn’t give much away-but he did tease something brewing. “I have some great ideas,” he said with a smile, leaving fans speculating about what might be next.
That next step could be significant. With Curry now a sneaker free agent, the floodgates are open.
Major brands like Nike, Adidas, and Puma are expected to come calling. And let’s be real-when a generational icon like Steph Curry is available, the interest is going to be widespread and intense.
In the meantime, Curry’s been dropping some subtle hints on the court. Against the Timberwolves, he laced up Anthony Edwards’ signature shoes.
Then, in a matchup with the Suns, he rocked Devin Booker’s kicks. Whether that’s just a nod to his fellow stars or a preview of future collaborations, it’s clear Curry’s not afraid to experiment in this in-between period.
Off the court, the respect for Curry’s legacy continues to grow. Kevin Garnett, never one to mince words, recently weighed in on Curry’s impact during an episode of his podcast Ticket and The Truth with Paul Pierce.
“I think we’re in the Curry era,” Garnett said. “He is the GOAT of this era. When we talk about the long ball and the 3-ball, you got to talk about the messiah of that long ball, you understand, and that’s how I look at it.”
It’s a big statement from a Hall of Famer, but it’s hard to argue. Curry didn’t just master the deep shot-he made it the centerpiece of modern basketball. His influence stretches across the league, from how teams build their rosters to how kids shoot in pickup games.
With multiple NBA championships, MVPs, and All-Star nods under his belt, Curry’s résumé speaks for itself. But what makes him truly unique is how he changed the game-not just with stats, but with style, swagger, and a sense of joy that’s unmistakably his.
As the sneaker world waits to see where Curry lands next, one thing is clear: whether it’s on the hardwood or in the business world, Steph is still setting the pace.