Stephen Curry narrows sneaker free agency: ANTA challenges Nike and adidas
Curry’s sneaker free agency enters its decisive phase: three brands remain in contention, with ANTA ready to invest heavily to place the two-time MVP at the center of the Asian market
Stephen Curry’s season has been on hold since late January due to a knee injury, but off the court the Golden State Warriors’ No. 30 remains at the center of one of the most intriguing negotiations of the past two decades in the NBA sneaker world.
After the sudden split with Under Armour in November 2025, his sneaker free agency quickly became a global storyline.
According to Drew London of Sole Retriever, Curry has narrowed his list to three finalist brands. Among them is officially ANTA, while the other two names have not been disclosed. News that reshapes the dynamics of a market in full motion.
Stephen Curry and the end of the Under Armour era
The breakup between Curry and Under Armour caught the entire industry off guard. The partnership had given birth to Curry Brand, turning the two-time MVP into one of the most influential athletes in the performance footwear industry.
Since November, however, the point guard has been wearing models from different brands, paying tribute to sneaker culture and basketball history. A strategy that fueled speculation and sparked debate among fans and insiders.
Back in November, Curry had sent a clear message:
Everybody better be on their toes. I’m calling everybody. I’m looking for the right product.
Stephen Curry
ANTA among the three finalists
The name generating the most buzz today is ANTA, the Chinese sportswear giant. The brand hasn’t limited itself to simple courtship: it sent Curry multiple models and even created a player-exclusive version of the ANTA SV Eclosion Type 2 featuring the Curry Brand logo on the heel.
A strong signal that goes beyond a marketing move.
From a financial standpoint, ANTA represents a global powerhouse with a market capitalization of around $30 billion. To understand its scale: it operates roughly 12,000 stores across Asia, compared to approximately 2,500 Foot Locker stores worldwide.
Curry already commands a massive fan base in the Asian market. A partnership with ANTA could further amplify his commercial influence, opening unprecedented scenarios.
The Klay Thompson precedent and the Kyrie Irving factor
ANTA has already shown it’s willing to invest without limits. In February, it signed Curry’s former teammate Klay Thompson to a lifetime deal – a move that underscores the brand’s ambition to dominate the basketball segment.
There’s another key element: Kyrie Irving. The Dallas Mavericks guard signed with ANTA in July 2023 on a five-year deal and also took on the role of Chief Creative Officer of ANTA Basketball. A partnership that has proven extremely profitable for both sides.
A potential addition of Curry to the same ecosystem would create an unprecedented concentration of star power under one brand.
Nike or adidas? Alternatives remain on the table
Many fans dream of a return to Nike or a new chapter with Adidas, but the final decision won’t hinge solely on brand prestige. Contract structure, creative control, global distribution and growth margins in the Asian market will weigh heavily.
Curry isn’t simply looking for a sponsor – he’s evaluating the next chapter of his impact on the business of basketball.
A decision that could reshape the NBA sneaker market
Curry’s free agency has already been compared, in terms of media resonance, to the one experienced by Kobe Bryant in the early 2000s.
Now the ball is in Curry’s hands. The sense is that this isn’t just about signing a deal, but about choosing where to write the next chapter of his sneaker legacy. And when the announcement comes, it’s unlikely to be just another headline.