Steph Curry's First Move Without Under Armour: Big Mistake

The one decision that proves Curry still doesn't understand sneaker culture.

I’ve spent nearly two decades in the sneaker business. I know what these “small” decisions signal to brands, to fans, and to culture. What Curry did last night? It’s worse than you think.

Less than 24 hours after becoming a free agent in the sneaker world, Stephen Curry showed up in Nike Kobe 6 Mambacitas for pregame warmups. His first public appearance without a deal. His first chance to control his own narrative. And he wears his former competitor’s signature shoes.

Not just any competitor’s shoes. Nike’s shoes. The brand that famously fumbled his signing twelve years ago.

I get it. The buzz is real.

Social media went nuts. Every sneaker outlet covered it. Nike loyalists are already flooding the comments with “Come home” and “He’s testing the Swoosh.” Mission accomplished, right?

Wrong.