Since Under Armour and Curry Brand split, Stephen Curry, now without a sneaker deal, has used his pregame sneakers to honor NBA legends.
Ahead of last Tuesday night’s road game against the Orlando Magic, the Golden State Warriors point guard paid homage to Shaquille O’Neal and Penny Hardaway by wearing the Reebok Shaqnosis and the Nike Air Penny 2 before reverting to Curry Brand basketball shoes before the game.
O’Neal’s signature sneaker was released when he was playing for the Orlando Magic, and Curry’s decision to wear it could signal the beginning of a new relationship.
When asked by Sneaker News about his thoughts on Curry’s choice of sneaker wear, O’Neal, who is the President of Reebok Basketball, said his outfit might be in discussions with the NBA star.
“Well, he is a good personal friend of mine. I think our people are having conversations with his people. I think.”
“But it was dope. It was a big moment for me, a big moment for the brand. It puts everyone in a ‘What’s he gonna do?’ phase. So, I wish him well,” said O’Neal, who appeared to be shocked about Curry’s decision to wear Reebok sneakers in Orlando.
O’Neal has been in charge of Reebok’s comeback to basketball after a long break. This year, Engine A was unveiled as the first performance basketball sneaker of the new era. This was followed by Angel Reese’s first signature shoe, the Angel 1.
Reebok currently lacks a marquee men’s star, and Curry could be the best person to assume this role, according to analysts. Partnering with Curry could also be one of the biggest wins in company history.
Curry’s partnership with Under Armour began in 2013, after he spent the first four years of his NBA career wearing Nike shoes. This collaboration significantly boosted UA’s basketball sales, leading to a more than 350 percent increase by 2016. The success resulted in multiple contract renewals, notably a 2023 deal valued at over $200 million.
The Curry Brand x Under Armour partnership will conclude with the launch of the Curry 13, which is set for February.
Curry said of the split, “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.”
“What Curry Brand stands for, what I stand for, and my commitment to that mission will never change; it’s only growing stronger,” he added. “I’m excited for a future that’s focused on aggressive growth with a continued commitment to keep showing up for the next generation.”
Following the split, Curry could go ahead and attempt to build the Curry Brand with the help of outside investors. He could also move on to a different company.
