The biggest sneaker free agent in basketball isn’t a rookie or rising star. It’s Stephen Curry.
And the timing could reshape an entire industry.
The Golden State Warriors star is heading into full sneaker free agency in 2026 as Curry Brand prepares to separate from Under Armour. Curry is stepping away at a moment when the company is cutting stock-keeping units, tightening its product lines and restructuring its broader footwear strategy.
While there is always a possibility that Curry continues operating independently under the Curry Brand banner, it’s far more likely he takes his label — and the athletes signed under it — to a new partner. With that freedom, he’s gaining leverage, flexibility and a growing list of suitors across the sneaker world.
At the same time, Curry has been rotating through multiple brands on court and during warmups. He wore the Nike Kobe 6 “Mambacita Sweet 16” in a tribute to Kobe and Gigi Bryant, arrived in Orlando in Reebok Shaqnosis and switched into the Nike Air Penny 2 “Volt.” Each choice has carried symbolism and has made it clear that the biggest signature athlete of the past decade is exploring every lane.
So where could Curry realistically go next? Here are seven destinations that make the most sense right now.
7. Puma
GettyLaMelo Ball being guarded by Tyrese Haliburton.
Puma has made a real push in basketball, investing in young stars like Tyrese Haliburton and LaMelo Ball and delivering record revenue growth in 2024. The brand has momentum, energy and a modern identity that appeals to younger fans.
Curry joining Puma would instantly elevate their basketball presence, giving them a veteran face who adds credibility and global appeal. The fit is intriguing, but Puma may struggle to match the long-term ownership, reach and control Curry is positioned to command elsewhere.
6. Jordan Brand
GettyMichael Jordan, the face of Jordan Brand.
Jordan Brand offers legacy and prestige on a level very few companies can match. Pairing the greatest shooter ever with the most iconic figure in the sport creates instant cultural weight, and their shared North Carolina roots only deepen the storytelling potential.
But the complication goes deeper than the signature hierarchy. Curry is taking Curry Brand with him when he leaves Under Armour, which means he already has an established label, athlete roster and business ecosystem under his own name. Joining Jordan Brand — another umbrella under the Nike Inc. structure — would likely limit the independence he has built and reduce the visibility of his own brand.
Add in the fact that Jordan’s signature focus is currently on Jayson Tatum, Luka Doncic and Zion Williamson, and Curry would probably be positioned as a veteran face rather than the centerpiece. It offers prestige, but not necessarily the creative ownership or long-term control Curry is positioned to pursue.
Still, for a brand built on history, myth and cultural presence, Jordan Brand remains an intriguing — if less likely — option.
5. adidas
GettySteph Curry and Anthony Edwards are two of the best players in the NBA today.
Adidas is rebuilding momentum behind Anthony Edwards and a renewed commitment to basketball storytelling. The company has emphasized a culture-first approach that aligns well with Curry’s values.
A Curry signature line under adidas would have major global impact. The brand has the marketing muscle and lifestyle presence to support it. But adidas is still climbing back into the top tier of the basketball market, and Curry may prefer a platform already at full strength.
4. Reebok
GettyStephen Curry of the Golden State Warriors greets Shaquille O’Neal.
Curry arriving in the Shaqnosis for the Warriors’ matchup in Orlando was a deliberate nod to Shaquille O’Neal, who has revitalized Reebok Basketball with a new strategy focused on undervalued talent and nostalgic energy.
Reebok has cultural momentum. Curry would accelerate that instantly. The only challenge is scale and infrastructure. Reebok has been building slowly and carefully, and the type of investment needed to center a global Curry revival may exceed the brand’s current trajectory.
3. Li-Ning
GettyMiami Heat legend Dwyane Wade attends a Li Ning promotional event in Beijing, China in 2013.
Li-Ning knows how to build a superstar empire. Dwyane Wade turned his Way of Wade line into a global franchise, and Warriors teammate Jimmy Butler continues to expand his own signature series with the company.
Li-Ning excels at giving athletes equity opportunities, creative freedom and long-term brand legacy. Considering Curry’s massive following in Asia, the partnership has both commercial power and cultural reach.
For Curry, Li-Ning represents a chance to build something big, bold and fully his own.
2. ANTA
GETTYKyrie Irving and Klay Thompson high five as Dallas Mavericks teammates.
ANTA has become one of the most influential international basketball brands, driven in large part by Kyrie Irving’s creative leadership and Klay Thompson’s decade-long signature line. ANTA is all about athlete empowerment, design freedom and global expansion.
Curry would be a centerpiece of a growing empire, not just another athlete on the roster. With the size of the Chinese market and the rising demand for performance basketball shoes across Asia, ANTA gives Curry enormous influence and long-term growth potential.
Why Nike Makes the Most Sense for the Warriors Star
1. Nike
GettyKobe Bryant and Stepehen Curry embrace before a game on November 24, 2015.
A reunion with Nike is the cleanest story, the most powerful platform and the most emotionally meaningful option for Curry.
The connection has already resurfaced. Curry warmed up in the Kobe 6 “Mambacita Sweet 16” shortly after the Under Armour split, honoring Kobe and Gigi Bryant. Nike is still the strongest storytelling engine in basketball, with the Kobe line sitting at the heart of the sport.
And the fallout in 2013 over a mismanaged pitch meeting still feels like an unfinished chapter. Returning now, as a global icon rather than an overlooked rising star, creates a full-circle narrative no other brand can replicate.
Nike provides global scale, cultural authority, unmatched marketing reach and long-term legacy amplification. While Curry would sacrifice some independence, he would gain the biggest stage in footwear and the most powerful storytelling platform available.
For his late-career chapter, nothing offers more impact.
Final Word for the Warriors Star
Steph Curry isn’t just picking a sneaker partner. He’s shaping the next phase of his brand, his business identity and his long-term legacy.
Under Armour is streamlining its future. Curry is expanding his. The Warriors star is exploring every option, experimenting publicly and turning his sneaker free agency into a storyline that grows louder with every tunnel walk.
Wherever he lands, he will shift the industry. And judging by his recent rotation, he’s embracing every moment of it.
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This article was originally published on Heavy Sports
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