Stephen Curry's Sneaker Free Agency Narrows to Three Finalists, ANTA Emerges as Frontrunner
The global footwear industry is on high alert as Golden State Warriors superstar Stephen "Chef" Curry has reportedly narrowed his sneaker free agency search down to three final contenders. This pivotal move comes after his landmark separation from Under Armour in November 2025, which concluded a transformative 12-year partnership that fundamentally reshaped the brand's basketball division.
The End of an Era with Under Armour and the Search for a New Partner
Stephen Curry and Under Armour forged one of the most lucrative and influential partnerships in modern sports history. Since 2013, Curry served as the face of the brand, commanding an estimated annual earning of $50 million. However, the partnership reached its official conclusion with the release of the Curry 13 on February 13, 2026, a model that coincided with the premiere of Curry's produced film, GOAT. This sneaker served as the final collaborative product, marking a definitive full stop to their long-standing alliance.
Industry reports, including insights from Sole Retriever, indicate that Curry's decision to part ways stemmed from a strategic vision. Curry, who has long operated as an independent agent with full ownership of his brand name, trademarks, and the iconic Splash logo, grew frustrated with Under Armour's perceived inability to elevate the Curry Brand into a standalone global powerhouse. Since the split, the four-time NBA champion has been meticulously evaluating potential new partners capable of advancing his ambitious vision for the Curry Brand.
ANTA Takes the Lead in the High-Stakes Race
Fresh reports now confirm that Curry's extensive search has been filtered to three finalists, with the Chinese sportswear behemoth ANTA emerging as the clear frontrunner. Speculation intensified dramatically following a viral video showing Curry practicing three-point shots with WNBA superstar Sabrina Ionescu. Crucially, Curry was wearing the ANTA Enclosion Type 2 sneakers, which featured the Curry Brand logo prominently displayed on the heel. While not the first instance of Curry being spotted in ANTA footwear, this visual endorsement has fueled widespread belief that a deal is imminent.
During his time in sneaker free agency, Curry has been seen experimenting with various brands, including rocking signature lines from teammates like Klay Thompson and even being photographed with new releases from other star athletes before their official launch. This period of exploration underscores his strategic approach to finding the perfect fit.
The Global Power Play: Curry and ANTA's Potential Alliance
A partnership between Stephen Curry and ANTA represents a monumental global power play. ANTA has aggressively expanded its footprint, most notably by acquiring a massive $1.8 billion stake in PUMA in January 2026 to become its largest shareholder. Adding Curry to a roster that already includes high-profile athletes like Kyrie Irving, who serves as ANTA's Chief Creative Officer, and Klay Thompson, would position the brand to dominate the basketball market across every continent.
For the 12-time NBA All-Star, an alliance with ANTA transcends a traditional endorsement deal. It represents a strategic pathway to massively expand his global reach, particularly into the lucrative Asian sneaker market where ANTA holds formidable influence. Furthermore, such a deal is expected to grant Curry a level of autonomy over the Curry Brand comparable to the legendary control Michael Jordan exercises over his Jordan Brand at Nike. With his remaining Under Armour apparel obligations set to expire in October 2026, Curry is strategically leveraging his $59.6 million NBA salary and status as a global icon to fundamentally rewrite the rules of athlete-owned business ventures.
