The buzzer has sounded on one of the longest-tenured relationships in the NBA, as Stephen Curry and Under Armour have parted ways.
Stephen Curry and Under Armour apparently couldn’t get their shot off in time.
Curry hit free agency early last week: while he’s still stationed with the Golden State Warriors, his long-standing partnership with the Baltimore-based sportswear brand will end in February. The tenured sharpshooter, who spent the past 13 years under the UA umbrella, will take his signature Curry Brand with him.
“It was just in the best interest of both parties,” Curry said of the split on Friday, per Joseph Dycus of The Mercury News. “The sneaker industry is difficult … things change over time. You give your best effort to create something sustainable, and it’s a little disappointing, knowing how it turned out based on where Curry Brand has been the last five years, and the announcement we had two years ago.”
“I’m a free agent, new beginnings. Blessed to have an unbelievable experience, to take a chance on something that meant a lot to me over the last 13 years,” Curry continued. “I’m extremely proud of myself, my team, and everybody who was able to touch that business for that long. We should all be proud of taking a basketball brand or brand category that wasn’t really a thing before, to where we did. But I’m excited about the future.”
Where Will Steph Curry Take His Signature Shoes?
The “Curry Brand” was introduced in November 2020 and brought several other major names into Under Armour, including NBA reps De’Aaron Fox and Davion Mitchell and college stars MiLaysia Fulwiley and Keisei Tominaga. The partnership will be somewhat extended by the release of the Curry 13, the final addition to the product line under UA’s collaboration and the first since August 2024.
Curry continues to draw eyes on the floor on a nightly basis: entering this week, he’s averaging over 27 points a game and has sunk 51 3-pointers on this young season to lead all participants. His pregame activities, however, will likely garner larger scrutiny as rumors about his next move persist.
Leading into Friday’s game against San Antonio, for example, Curry donned the “Mambacita” edition of the Nike Kobe 6 (h/t NBC Sports Bay Area), an offering from the late Kobe Bryant and his daughter Gigi. He reverted to his traditional Curry Brand for the game itself, which saw him score a whopping 49 points in the 109-108 victory. The point guard would keep things consistent in the follow-up in New Orleans, going with his Curry 7 edition in the 124-106 triumph on Sunday night.
Who do you think Steph Curry will sign with? pic.twitter.com/reRknbCsa1
— Ballislife.com (@Ballislife) November 14, 2025
Is Nike The Front-Runner?
One would probably assume that Nike has the early lead in the battle for Curry’s services, which will also likely include Adidas, Puma, Reebok, and more. But Curry stressed that there was no special meaning behind entering the weekend with a swoosh, insisting he only meant to pay tribute to the Bryants.
Stephen Curry on wearing the Kobe Nikes Mamacita and being a sneaker free agent after ending his deal with Under Armour. Drops 49pts in Warriors win over the Spurs. pic.twitter.com/vfLusCSgmw
— VideoMixtape.com (@VideoMixtape_) November 15, 2025
“I’ve talked about Kobe (Bryant) a lot, and that specific pair, I think it speaks for itself, what it means,” Curry said in the aftermath of Friday’s win, per Nick Friedell of The Athletic. “Other than that, it’s just something that I wanted to take advantage of that moment and pay tribute, and I think it gave me some good energy tonight.”
Curry watch will likely continue as this season progresses, with the next pregame viewing set for Tuesday night, when the Warriors (9-6) head to Central Florida to face the Orlando Magic (4 p.m. PT, NBC Sports Bay Area).
Geoff Magliocchetti is on X @GeoffJMags
