The greatest shooter in the NBA becomes a free agent! Will Curry join forces with Nike again or sign with a Chinese brand?

Translator's Note: The original article was published in TheAthletic. The data in the article are as of the time of publication of the original article (November 14, local time). The dates and times involved are all local time. The opinions expressed in this article have nothing to do with the translator or the platform.

Can Stephen Curry make sneaker collectors want a pair of Skechers? What about Li Ning or Anta? Maybe a pair of brand new 361° sneakers, paired with a set of sportswear of the same style, creating a craze in the Bay Area?

Or, will his Curry brand focus on independent development and become the next giant in the sneaker industry?

What we know now is that Curry will no longer be the spokesperson for Under Armor Basketball.

Curry and Under Armor announced they were parting ways on Thursday after 12 years together, leaving the greatest shooter in NBA history and his Curry brand to be a free agent less than a month into his 17th season with the Warriors. Curry's last pair of shoes to collaborate with Under Armor - the Curry 13 - will be released in February, and related merchandise will be produced until October 2026.

Meanwhile, the Curry brand, which launched in 2020, is free to find new retail partners. Currently, the brand plans to operate independently.

This will be the latest test of Curry’s appeal. I live in California and have probably seen more fans wearing Curry gear than most. Having 13 generations of a signature shoe is an achievement because not many players in NBA history have reached this level.

The collaboration between Curry and Under Armor is special because it combines two brands that were not expected to make a big splash in the basketball world. Curry spent his first four seasons in the NBA working with Nike. He showed early signs of star potential, but who could have predicted he would become one of the greatest players of all time? This growth process adds a legendary quality to this collaboration.

"Under Armor believed in me early in my career and gave me the space to build something bigger and more impactful than a pair of shoes," Curry said in a statement released Thursday. He now has the opportunity to do that for another company.

Nike famously botched its proposal to retain Curry—it has been documented that the company mispronounced his name—which allowed Under Armor to swoop in and sign Curry just as he was about to become a superstar. Under Armor benefited from Nike's misstep and landed their biggest star.

No one would confuse any pair of Curry sneakers with Air Jordans in terms of style or popularity. They were neither Allen Iverson’s Reebok Question signature shoes nor Kobe Bryant’s Nike sneakers that many players still wear today.

Curry’s sneakers may not be iconic, but Curry himself is. Therefore, his shoes can attract the public's attention. It was Curry who made the public pay attention to Under Armor.

Curry just scored 46 points in Wednesday's win over the Spurs, so he's not slowing down yet. He was a major influence not only in basketball, but in pop culture as well. Sneaker companies that partner with Curry's brand are expected to get a big boost.

This is important because Nike, Adidas and New Balance account for the vast majority of NBA games. Reebok is trying to regain its place among the giants by combining rising stars with nostalgia.

Since Curry joined Under Armor, the landscape of the sneaker market has continued to evolve. Increasingly, players are not content with just being spokespersons. They want equity — even if it means joining a lesser-known brand.

Curry can bring tremendous prestige and brand value to any company. He shouldn't have to design a new logo like Kawhi Leonard, who was forced to redesign the logo after it was ruled that ownership of the logo belonged to Nike after leaving Nike for New Balance. Kyrie Irving, who has a partnership with Anta, also encountered the same problem after his contract with Nike ended.

Curry's name is louder than any other, and if his brand doesn't remain independent, he will see performance improve no matter which company he chooses. Curry could once again partner with a giant like Nike to push his brand to a bigger stage.

Over the years, Curry has prided himself on being a game-changer. From changing the way basketball is played with his shooting to helping Under Armor gain a foothold in the market, Curry has always stood out.

Now we wait and see what happens next.

"This move allows both parties to focus on what they do best," Under Armor CEO, founder and owner Kevin Plank said in a statement. "Under Armor will continue to focus on product innovation and performance for athletes at all levels. The Curry brand gains the independence to determine its own future. This is good for both Steph and Under Armor."