Steph Curry Says Brands Should be “On Alert” for his Sneaker Free Agency: But Could Curry Brand Stand on its Own? 

In one of the biggest sportswear headlines of the year, Stephen Curry and Under Armour announced their separation on Nov. 13. The move ends a partnership that lasted more than a decade and included the creation of Curry Brand. 

Curry, one of the most popular athletes in the world, was initially a peculiar fit with a brand known more for athletic shirts than basketball shoes. However, he turned to Under Armour after a disastrous 2013 meeting with Nike involving now-notorious NBA exec Nico Harrison.

On Tuesday, Curry told reporters that “everybody should be on alert” regarding his sneaker free agency, implying that he could sign with any of the big names.

Kevin Plank, Under Armour’s founder and CEO, said the move reflects a renewed focus on Under Armour’s core brand.

“This moment is about discipline and focus on the core UA brand during a critical stage of our turnaround,” he said in a statement. Meanwhile, Curry expressed gratitude, saying Under Armour “gave me the space to build something much bigger than a shoe.”

But now, without being tethered to Under Armour, could Curry Brand stand alone as an independent sportswear giant? As a sneaker “free agent,” the four-time NBA champion can sign with Nike, Adidas, or any major company. But he can also fly solo.

Let’s take a look at some of Curry Brand’s biggest products. 

The Curry Series 7 dropped earlier this year

Retailing for $160 on its site, the Curry Series 7 is the latest edition to the signature Curry Brand line. 

Under Armour praises the flexible plate between the Curry Series 7’s two foams (HOVR and Micro G), adding support and making transitions smooth. The “zonal reinforcement” in the upper (TPU skins + synthetic leather + mesh) gives structure without sacrificing mobility. The Curry Series 7 has a low-top design but is still “very supportive” according to The Hoops Geek. 

The Curry Fox

Despite not being able to secure women’s stars like Sabrina Ionescu or Caitlin Clark, there is still a big name on the Curry Brand: San Antonio Spurs star De’Aaron Fox. His “Curry Fox 2” shoes are built in a similar aesthetic vein as Curry’s. Released in August, the Curry Fox 2 got favorable ratings from reviewers like Weartesters, particularly for their outsole grip. The Curry-Fox 2’s retail for $120, about $40 cheaper than the latest Curry sneakers. Curry and Fox are both shifty guards, so their sneakers are meant for quick and athletic hoopers hoping to match their smooth moves.

Curry for the Kids

Where Curry Brand shines is its extensive collection of youth and even pre-school branded shoes and clothes. Though it doesn’t have the diversity of a brand like Nike, Curry Brand has a solid number of shoe options for small kids. The Curry 3Z 25 SDE retails for $75, slightly cheaper than other grade school options at the bigger brands. 

The Future 

Despite the separation, Curry and Under Armour said the final collaborative sneaker, the Curry 13, will launch in February 2026. More styles and apparel will be available through October of that year.

Though it hasn’t dropped yet, the increasing media hype surrounding the Curry name during the course of this separation could give the Curry 13 a bump in sales. Fans are already searching for leaked images of the eleven-time all-star’s final Under Armour release, but nothing has come out just yet. Don’t worry, though—we’ll be on the lookout.