Stephen Curry walked into his first game with full sneaker freedom and created the type of online eruption only a global superstar can spark. Hours after news broke that Curry and Under Armour would separate at the end of their current agreement, the four-time champion hit the court in San Antonio for warmups wearing the black and white Gigi edition of the Nike Kobe 6 Protro. Fans saw it instantly and pushed the moment into viral territory.
Curry spent more than a decade with Under Armour after leaving Nike early in his career, per USA Today. He became the centerpiece of the company’s basketball push in 2013, built Curry Brand with the company in 2020, and later signed a lifetime agreement reportedly worth more than $1 billion. That partnership shifted this month when Under Armour announced a major restructuring plan and confirmed that Curry Brand would separate from the company.
CNBC detailed the timing and financial breakdown of the split, noting that Under Armour raised its projected restructuring cost to $255 million, which included the Curry Brand separation along with contract terminations and severance expenses. The company said Curry Brand and its basketball division would generate between $100 million and $120 million in revenue this fiscal year. Under Armour does not expect the separation to change its financial outlook in a meaningful way.
Even with the split, Curry Brand will continue to operate independently. Under Armour held the rights to Curry’s “Splash” logo, but he is expected to gain ownership. Curry remains under contract with the company through 2026, including the release of the Curry 13 next February, yet he now has full permission to try other footwear and explore future partnerships.
And on Wednesday night, he showed everyone exactly what that freedom looks like.
Fans Exploded as Curry Stepped Out in the Gigi Kobe 6 Protro
When Curry laced up the Gigi colorway, social media caught fire. The shoe carries deep significance for players and fans. The model honors Kobe and Gianna Bryant and directs all profits to the Mamba and Mambacita Sports Foundation, Nike reports. Nike describes the sneaker as a tribute to the legacy they built and a call for future generations to carry that mentality forward. The Kobe 6 Protro “Mambacita Sweet 16” released only through limited digital access and select Los Angeles reservations.
The instant Curry stepped onto the floor in them, fans filled timelines with reaction after reaction. One person wrote, “IF STEPH CURRY DROPS 40 IN KOBES HES THE GREATEST OF ALL TIME.” Another added, “Steph Curry lacing up Kobe 6s is sumn I thought I’d never see. Especially after the way Nike pissed him off when he was signed to him.” A third fan posted, “STEPH IN KOBES GOT ME TRIPPIN OUT HAHAHAAH.”
The common thread across every message was surprise, excitement, and the feeling that this moment marked a shift. Curry built his entire signature legacy with Under Armour, yet he chose to open his new era with one of Kobe Bryant’s most symbolic sneakers.
What Comes Next for Curry and Under Armour
Under Armour confirmed it will create new basketball products while Curry tests the market for the first time in more than a decade. The company still has De’Aaron Fox on its roster and Kelsey Plum as its most visible women’s basketball figure. Joel Embiid previously represented the brand before moving to Skechers in 2024.
Stephen Curry now enters a rare window in which he can wear whatever he chooses while still completing his existing agreement. His decision to start that period with a tribute to Kobe and Gigi Bryant gave fans a moment they did not expect and set the tone for one of the most closely watched sneaker storylines in years.
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