Stephen Curry and Under Armour are officially parting ways, ending a partnership that helped define an era in basketball footwear. The split comes after Curry and his team reportedly grew frustrated with what they saw as a lack of investment from the brand. Under Armour has confirmed that the final Curry-branded sneaker will release in February, closing the book on a collaboration that saw both sides grow together over the years.
While Curry hasn’t publicly detailed his next move, he did drop a playful teaser during a recent press conference when asked about his Christmas Day kicks: “I have some great ideas,” he said with a smile. And if his recent on-court footwear choices are any indication, those ideas might already be in motion.
In recent games, Curry has been spotted wearing signature sneakers from other NBA stars - a clear signal that he’s open to exploring new territory. Against the Timberwolves, he laced up Anthony Edwards’ kicks.
Then, when facing the Suns, he opted for Devin Booker’s signature shoes. That kind of visibility doesn’t go unnoticed.
With Curry now a sneaker free agent, it’s likely that powerhouse brands like Nike, Adidas, and Puma are already circling, eager to align with one of the most influential athletes in the sport.
And influence is exactly what Curry brings - not just in the sneaker world, but across the entire basketball landscape. His impact was recently underscored by Hall of Famer Kevin Garnett, who didn’t hold back when discussing Curry’s legacy on the 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.”
It’s a powerful statement, but it’s hard to argue. Curry didn’t just stretch the floor - he redefined the geometry of the game.
His deep shooting range, quick release, and off-ball movement forced teams to rethink how they defend, how they build rosters, and even how they develop young talent. He’s not just a scorer; he’s a system-changer.
Over the course of his career, Curry has stacked up the accolades: multiple NBA championships, MVPs, All-Star nods - but perhaps his greatest achievement is how he’s inspired a generation. Kids don’t just want to dunk anymore - they want to shoot from the logo. That’s the Curry effect.
As he turns the page on his Under Armour chapter, the next phase of Steph’s brand journey could be just as groundbreaking. Whether he aligns with another major company or takes a more independent route, one thing’s clear: wherever Curry goes, the game tends to follow.