Stephen Curry shocked the basketball world on Thursday by ending his 13-year partnership with Under Armour (a surprising move for a star long associated with loyalty). With his Curry Brand now operating independently, the 37-year-old is reportedly searching for a new partner or investor to help carry his vision forward. For the first time in 13 years, the sneaker world’s most loyal superstar is a free agent, and the race to land Stephen Curry is set to redefine the basketball landscape.

What do we know about the Stephen Curry and Under Armour split?

On Thursday, Under Armour and Stephen Curry released their respective statements regarding the termination of their long-standing partnership. “It’s been an incredible privilege to work with Stephen, who as President of Curry Brand has been much more than an ambassador — he’s become a thoughtful and strategic business leader,” Kevin Plank, the founder and CEO of Under Armour, said.

“Together with our teammates, he helped build something rare: a brand with credibility, community impact, and a product that performs at the highest level. 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,” Plank concluded. The same level of gratitude and love was shared by the Warriors star through his heartfelt statement. “Under Armour believed in me early in my career and gave me the space to build something much bigger and more impactful than a shoe. I’ll always be grateful for that,” Curry said.

Back in 2013, Under Armour believed in him before all the accolades and honors came his way. Over the years, Curry and the sportswear brand have released several signature sneakers and even launched the point guard’s own brand within Under Armour, Curry Brand, similar to Nike and Jordan Brand’s partnership exactly 5 years back in 2020.

Now, even though NBA superstar and Under Armour have parted ways, the two are set to release one final signature shoe, the Curry 13s, in February 2026. Along with that, there will also be a few apparel and merchandise drops later next year. While that indicates that Curry might wear Curry Brand sneakers for at least a year or so, which brand will he join next?

Which brands are best positioned to sign Stephen Curry?

Even though Stephen Curry is now 37 and toward the twilight of his career, the Dubs star is set to command massive demand within the sneaker world because of his global presence. So, here are all the top brands that could join the race to capture Curry’s signature.

 Nike: Is a reunion possible?

Well, a potential reunion with Nike is probably the easiest to speculate. Before he inked the deal with Under Armour for the first four years of his career, Curry wore Nike sneakers for years. In fact, he might’ve never partnered up with UA if Nico Harrison and Co. hadn’t botched a presentation.

Back in 2013, when Curry’s contract with Nike was about to expire, he decided to weigh in all of his options. He attended meetings with several brands, including Nike. However, during the meeting, then-Nike executive, Nico Harrison, reportedly mispronounced Curry’s name and made several other mistakes, which led the Warriors star to look elsewhere and join Under Armour. So, now maybe a better presentation could rekindle their broken relationship.

Possibility- High

Adidas: A commercial heavyweight

While Nike has a past with Stephen Curry, Adidas might be the future. The global sportswear brand is trying its best to revive its basketball division and is on the right trajectory. Adidas already has the likes of future superstars such as Anthony Edwards, so adding Curry to that lineup would give them a serious edge over their competition.

“Adidas Basketball family culture is something we wanted to build,” Eric Wise, Global GM of Adidas Basketball, said in a recent interview. “It always starts with people, making sure we come together as a family and have a clear vision on what we can accomplish.” This family approach could resonate well with Curry’s loyalty tag to himself while promoting a phone launch.

Possibility- Medium

Puma: A growing basketball power

While the previously mentioned brands hold massive market shares and are well-established names, within the basketball sphere, Puma is an up-and-coming brand. In a March press release, the company said, “PUMA’s sales in the reporting currency, the euro, increased by 2.5% to € 8,817.2 million in financial year 2024 (previous year: € 8,601.7 million). Currency-adjusted sales increased by 4.4%. PUMA was therefore able to achieve record turnover of € 8.8 billion in spite of the difficult market environment.”

This growth isn’t only because they are trying to grow their sales, but also their commitment to the youth. Currently, Puma’s lineup of NBA stars features the likes of Tyrese Haliburton, LaMelo Ball, and others, all young superstars.

Even though there’s no doubt that Haliburton and Ball have cemented their place within the league, having someone like Curry, who has a community-driven image and is one of, if not the biggest, global basketball stars, join them would allow Puma to take that next step and sit at the big boys’ table. But will Puma be able to match the other offers? We’ll have to see.

Possibility- Medium

New Balance: The performance-first option

The sneaker landscape is ever-changing, and so is the mentality. Once viewed as the dad shoe, New Balance, through its star-studded lineup, has entirely changed that narrative. NBA stars like Kawhi Leonard, Jamal Murray, and Tyrese Maxey are all tied to the brand. Not just that, they have also added a new Mavericks sensation, Cooper Flagg, as well.

At the same time, New Balance focuses on comfort and performance, something that Stephen Curry strongly believes in. So, the brand could become a great potential option if both parties show interest in striking a deal. However, whether the brand will be able to match the global appeal of Nike or Puma? That’ll be worth watching.

Possibility- Low

Anta/Li-Ning: Big contracts from China

If the Golden State Warriors star doesn’t want to take the conventional route, he could look across the pond toward China. That’s because Chinese brands like Anta and Li-Ning offer unmatched deals and unlimited creative freedom to players. NBA superstars such as Kyrie Irving and Nikola Jokic have already taken this path, so what’s stopping Curry?

Not much, actually. Also on top of the creative and equity perks, the 37-year-old already possesses a massive fan following in Asia, which could further help him boost his sales and also make his signature shoes more accessible. So, even though they might not be the point guard’s top priority, it’s something he definitely should consider.

Possibility- Low

On: A major new performance contender

Another unconventional yet profitable route Stephen Curry could take is by partnering up with On. The Swiss brand in which tennis icon Roger Federer is an investor is quickly rising through the ranks in the sportswear world. Although the brand currently deals in performance and running sneakers, they’d probably be more than happy to expand their reach within the basketball space.

Their appeal grows even stronger because any deal would involve partnering directly with Curry. Their tech-focused design approach and premium positioning could be major draws for the Warriors star. Still, their lack of experience in the basketball shoe market remains a significant obstacle, and it could slow or even derail negotiations despite the brand’s broader strengths.

Possibility- Low

Hoka: The max-cushion dark horse

Hoka’s rise within the last few years in the sports shoe space has been remarkable. Similar to On, Hoka also currently deals within the running and lifestyle markets, but might love to explore the basketball sneaker world, as it would help them diversify their portfolio. That would be something that could garner the brand’s attention.

Doing so alongside someone like Stephen Curry would give them a solid foundation to build upon. Still, will Hoka be willing to take the risk? Will Curry’s expectations be met by the brand? That would be a hard gamble even if they pay him heavily. However, signing with a new brand isn’t the only way forward for the 37-year-old.

Possibility- Low

Curry Brand: Steph’s own legacy

Well, apart from looking for brands to partner with global sportswear brands, Stephen Curry could create his own. Following his split with Under Armour, the sharpshooter’s Curry Brand is now independent. This indicates that if he cannot find suitable retailers and manufacturers (according to his terms and conditions), the NBA star would need to do it all alone.

However, building an entirely independent shoe is easier said than done. According to reports, Curry Brand’s logo is held by Under Armour, which could make matters pretty complex for the NBA superstar. Although nothing can be said with certainty, it is for sure not easy for Curry.

Possibility- Medium

Conclusion

Now, the major question will be which of these brands will win the race for the soon-to-be Hall of Famer’s signature. Will it be Nike, Adidas, or some other brand? Either way, we’ll find out soon.