Stephen Curry Splits With Under Armour — Warriors' Sneaker Free Agent

Stephen Curry is officially a sneaker free agent after he and Under Armour announced they were “going their separate ways.” He’s free to wear any brand in games — has warmed up in Nike and Reebok and even tried Shaq and Penny signature lines — though he’s only used his Under Armour signature shoes in regular-season play so far. The split follows Under Armour’s recent financial struggles, but Curry Brand will remain, and his market value is sky-high thanks to elite play and strong jersey sales. Merlin sees a feeding frenzy forming. Curry’s on-court production and No. 2 jersey rank make him the most attractive prize on the market; brands will court him or cut deals that boost Curry Brand rather than replace it outright. Expect flirtations, big offers, and a few theatrical warm-ups before a final choice.