In the NBA, legends build their legacy not only through breathtaking performances on the hardwood but also through the shoes that carry them there. Michael Jordan is forever linked to his six championships and also to the global empire that is the Jordan Brand. Dwyane Wade is remembered as a Miami Heat icon and the face behind Li-Ning’s “Way of Wade.”
For over a decade, Stephen Curry occupied that same cultural space with Under Armour. But in a stunning twist that sent shockwaves through the basketball and sneaker world, the long-standing partnership officially came to an end recently, and Curry has finally spoken out.
Stephen Curry Explained Why He Broke Up With Under Armour
Before the Golden State Warriors faced the San Antonio Spurs, Curry was questioned during his pregame media availability about his surprising decision to step out in a pair of Nike shoes. He then explained that he was excited about the new beginnings.
“I am a free agent, new beginnings. I was blessed to have an unbelievable experience, to take a chance on something that meant a lot to me over the last 13 years, and I’m extremely proud of myself, my team, and everybody who has been able to be with that business for that long.”
“We all should be proud of what we were able to accomplish. Taking basketball, a brand and a category that wasn’t really a thing before, to where we did, but I’m excited about the future,” said Curry during the pregame conference.
He didn’t stop there as Curry also opened up about his choice to walk away from the 12-year partnership.
“Just in the best interest of both parties, the sneaker industry is difficult and like I said, things change over time. A little disappointing on how it turned out based on where the Curry brand has been for the last five years, the announcement we had two years ago, but I think it’s the right thing for everybody,” added Curry during the press conference.
Steph Curry on his pregame Nikes: “I’m a (sneaker) free agent. New beginnings.” pic.twitter.com/fgkI5oSWuR
— Anthony Slater (@anthonyVslater) November 15, 2025
Curry’s sneaker journey has mirrored his ascent in the NBA. When he was drafted seventh overall by the Golden State Warriors in 2009, he began his career with Nike. That relationship unraveled in 2013 after a clumsy pitch meeting, which reportedly included a mispronunciation of his name by then-executive Nico Harrison and an air of disengagement that left Curry feeling overlooked.
He pivoted to Under Armour, a choice that reshaped the basketball market. The Curry 1 (2015) landed with sturdy ankle support and a sharp silhouette, the Curry 4 brought low-top agility during the 2017 title run, and the Curry Flow 8 introduced a featherlight, bouncy ride that won over players and collectors.
In November 2025, both sides mutually chose to part ways as Under Armour reorganized its finances and shifted its focus back to core products, trimming major athlete deals in the process. The Curry Brand will now operate independently, crafting its own path moving forward. Under Armour will still release the Curry 13 in February 2026, marking the last official sneaker under their umbrella, with additional colorways set to drop through October 2026.
“For Under Armour, this moment is about discipline and focus on the core UA brand during a critical stage of our turnaround… And for Stephen, it’s the right moment to let what we created evolve on his terms. We’ll always be grateful for what he’s brought to the UA team,” said Under Armour CEO Kevin Plank in a statement as per CNBC.
On the floor, nothing’s cooled. Curry is averaging 29.1 points, 3.7 assists, and 3.5 rebounds. On Friday against San Antonio, he scored 49 points while wearing a Nike Kobe 6 “Mambacita.”
Moreover, after Friday’s elite performance, he joined Michael Jordan as the only players to post back-to-back 45-plus after age 37, and he extended his lead for most 40-point games after turning 30 to 44. The shoes may change, but the flamethrower remains the same.
Which shoe brand he joins now remains to be seen. A reunion with Nike would set the internet ablaze, but a fully independent Curry Brand could be just as disruptive.
