Steph Curry's passion for snakers is unparalleled All the models he has worn since leaving Under Armour
On November 14, 2025, during pregame warm-ups ahead of the tip-off between the San Antonio Spurs and Golden State Warriors (a match in NBA Cup Group C) Steph Curry was spotted wearing Kobe 6 Protro “Mambacita” sneakers. While intended as a tribute (the shoe was released in 2022 to honor Kobe and Gianna Bryant, who tragically passed away in a 2020 helicopter crash) the choice also marks a symbolic turning point in the story between the NBA superstar and Under Armour.
Less than 24 hours earlier, the big news had broken that Curry had officially become a sneaker free agent, following a peaceful split from the brand he had been partnered with since 2013, and with whom he had signed a lifetime deal as recently as 2023. As of now, the situation remains unresolved, turning NBA courts into an impromptu runway for the No. 30, who has been spotted sporting a different sneaker almost every night.
Why Curry and Under Armour Split
No official explanation has been given by Under Armour or Curry, just standard courtesy statements highlighting mutual respect. The independent Curry Brand, a UA subsidiary since 2020, remains fully owned and controlled by Steph, along with signature elements like the iconic Splash logo. Under Armour, however, will still release the Curry 13 in February and continue selling products from the Curry Brand line through October 2026.
From a business perspective, the split was part of a 2025 restructuring plan that included $160 million in costs—by September 2025, restructuring and related expenses had already reached around $147 million—and later expanded in 2026 with an additional estimated $95 million. The plan accounted for the Curry Brand separation while projecting $100–$120 million in revenue from UA’s basketball brands in 2026, including Curry’s line. Early signs suggest the strategy is paying off: Adjusted Operating Income is now forecasted at $95–$110 million (up from $90–$105 million), and UA shares rose 7.2% in early 2026 following a major investment from Fairfax Financial Holdings Limited.
On Curry’s side, the exact reasons remain unclear. The player and his team cited “lack of commitment from Under Armour to honor the partnership,” though this umbrella covers many potential motivations. Various sources have dismissed claims that Curry was upset over UA failing to sign WNBA star Caitlin Clark, suggesting instead that his frustration might have centered on the brand passing on Azzi Fudd, UConn Huskies guard and potential first overall pick in the 2026 WNBA Draft. Curry, however, welcomed her under his Thirty Ink (formerly SC30) brand with an NIL deal, a type of contract now common for collegiate athletes to monetize their likeness.
Which brand will be Steph Curry's next sponsor?
Wardell Stephen Curry II now faces the task of finding a new sneaker partner. Potential suitors include industry giants like adidas, Anta Sports, and Nike. adidas already has Anthony Edwards as a face of the brand, whom Curry honored on December 12 against the Timberwolves, wearing the AE2 signature, and again on January 25 with Crazy Energy+ models. Anta Sports, a rising Chinese brand, recently acquired a 29% stake in Puma for over €1.5 billion and counts NBA stars Klay Thompson and Kyrie Irving among its ambassadors. Curry has paid tribute to them too, donning the KT 11 during Christmas games and the Chinese New Year KAI 3 on January 22, as well as sporting ANTA Roots “Ombré Blue” in the pregame tunnel.
Nike might seem like the obvious choice for both revenue potential and a return to Curry’s collegiate Davidson roots, but history complicates the picture. Back in 2013, when Curry was a rising All-Star candidate leading his team to the Conference Semifinals, Nike heavily favored stars like LeBron James, Kobe Bryant, and Kevin Durant. According to ESPN, Dell Curry recounted that Nike only invited Anthony Davis and Kyrie Irving to its 2013 camp, while Steph received a brief meeting where presenters repeatedly mispronounced his name as “Steph-on,” recycling a PowerPoint slide meant for Durant. That experience cemented Curry’s desire to carve his own path. While he has worn Nike more than any other brand since leaving Under Armour (12 games compared to 11 for all other brands combined) history shows that cycles in partnerships are always possible.
The cases of Tiger Woods and Roger Federer
Anta Sports is just one of several China-based companies appealing to a high-profile NBA free agent seeking lucrative deals. A precedent in American basketball is Dwyane Wade and Li-Ning: their collaboration began in 2012 with the Way of Wade line and culminated in a lifetime deal in July 2018. Curry has also worn Li-Ning on four occasions this year, most recently on January 19 in Miami, sporting the Way of Wade 12s.
Yet, other sports figures may have set the blueprint for Curry’s next steps. Tiger Woods ended a 27-year Nike partnership in 2024, worth nearly $700 million, to launch his own brand, Sun Day Red, in collaboration with TaylorMade Golf Company. Curry, a passionate amateur golfer with plans to play in the PGA Tour after retirement, could be a perfect face for such a venture.
The other example is tennis legend Roger Federer, who left Nike in 2018 after 24 years to sign a $700 million deal with Japanese brand Uniqlo, later investing $50 million in Swiss brand On. On released Federer’s first signature sneaker, THE ROGER Pro, in 2021. The Pro Fire model even appeared on Curry’s feet during pregame warm-ups on January 20 against the Toronto Raptors, a subtle hint at what might become the NBA superstar’s next sneaker move.
