Stephen Curry is on the market; don’t worry, Warriors fans, he isn’t going anywhere, but he has left Under Armour, the company he’s been with for over a decade. He’s now officially on the market for his next sneaker company.
Despite the release of his new signature shoe, with the company that has seen him win four championships wearing his signature Under Armour shoes, the company hasn’t quite broken into the sneaker market as expected.
Ultimately, Curry was unhappy with a perceived underinvestment in Curry’s brand, and UA has also gone in another direction in restructuring the company after a severe drop in sales. Nevertheless, he will still have shoes released under the brand through 2026, including the Series 7, which was just released. The Warriors star recently wore them for the first time.
Despite Under Armour Split, Stephen Curry Spotted Wearing Newly Released Shoe as Sneaker Free Agent
Curry has been wearing various shoes since his abrupt, and reportedly acrimonious, departure from Under Armour. Although the Curry Series 7 has hit the market, Curry was spotted wearing the shoes against the Phoenix Suns, the first time he’s repped Under Armour since November 18th.
Curry’s departure was quite the talking point. However, it wasn’t a surprise given the declining sales numbers.
CURRY WATCH: Steph finished tonight’s game in his Curry Series 7 shoes 👀
First time he’s worn Under Armour in a game since November 18th. pic.twitter.com/Ht0pADEKtL
— Sole Retriever (@SoleRetriever) December 21, 2025
According to Forbes, in 2025, Curry’s partnership generated $100 million; in comparison, the Nike Jordan sneaker generated $7.6 billion in sales during the same period. Clearly indicating that Curry’s partnership has failed to capture even a fraction of the Jordan Nike market.
Additionally, Curry’s partnership represented 2% of UA’s income, down 50% from its peak, making it unsustainable in the long term.
Thus, it was described as best for both parties. Curry is free to bring his signature brand to a new sneaker company, and Under Armour will restructure and refocus to increase sales.
Some rumors suggested Curry fell out with UA over the company’s failure to land WNBA superstar Caitlin Clark. According to Bloomberg, Clark’s signing for Nike over UA affected Curry’s relationship with UA. It likely exacerbated the issue, as Curry felt the company underinvested in their brand and was disappointed with sales.
Since going their separate ways, Curry has worn different sneakers, including Nike’s, particularly Devin Booker’s signature Nike shoe. However, UA is due to release Curry’s final signature shoe with the company in February, the Curry 13s. The release will include a black-orange-and-red shoe, along with pink, light-blue, and plain-yellow sneakers.
It will be interesting to see how sales go for the upcoming release and where Curry turns next for his future shoe business partner.
