Vaccaro on Curry’s Under Armor Split

Sonny Vaccaro, a prominent figure in the sneaker world who played a significant role in bringing Michael Jordan to Nike, believes that Stephen Curry should have ended his partnership with Under Armor much earlier.

In a recent interview, Vaccaro, who inspired the film “Air,” suggested that if he were advising Curry, he would have recommended a break from Under Armor around 2022. He pointed out that the brand had been facing issues for some time.

“I’m not trying to throw shade, but they’ve been struggling for a while,” Vaccaro remarked about Under Armor.

Curry originally signed with Under Armor in 2013, and seven years later, he unveiled the Curry Brand. They recently agreed on what was described as a “lifetime” deal, but their partnership ended last week. Vaccaro expressed that Curry should have left the brand sooner.

“He waited too long to make this move,” Vaccaro stated. “He realized a couple of years back that Under Armor was in trouble. It was clear that things were going downhill. The stock was falling, and it wasn’t looking good.”

Vaccaro compared the situation to the Titanic, saying it was as if the company had hit an iceberg.

He expressed some concern for Curry, noting that it might take at least a year for his next shoe to hit the market. With Curry approaching 38 years old in March, maintaining peak performance could become increasingly challenging.

Moreover, Vaccaro indicated that the Golden State Warriors’ chances of winning another championship are diminishing.

Curry was aware of Under Armor’s predicament, according to Vaccaro. “He recognized what was happening—they were taking on water in every sport,” he said.

He added, “I should have seen this coming as a shareholder. They weren’t doing well. If Curry had made this decision three years ago, he would have had a better shot at those prime years. This year is extraordinary.”

The last signature Under Armor shoe for Curry is slated for release in February 2026. However, he’s currently exploring other brand options, having shown interest in different labels.

As the NBA’s all-time leader in 3-point shots, Curry initially signed with Nike in 2009 after his stint at Davidson University. Recently, he’s been seen wearing both Nike and Reebok shoes during games.

On November 14, he mentioned that parting ways with Under Armor was mutually beneficial and shared his excitement for the future of his Curry brand.

Under Armor has yet to respond to requests for comment but previously stated that it was time to refocus on its core brand amid a reconstruction phase following the announcement of Curry’s departure.