Dwyane Wade says the Steph Curry–Under Armour split shows how much the sneaker industry is struggling

When people think of Steph Curry, they immediately think of consistency and stability. While the 6'2" sharpshooting guard has endured his fair share of struggles during his playing career with the Golden State Warriors, he has remained steadfast, never rocking the boat by demanding a trade or more formidable teammates.

That consistency extended to the sneaker brand he wore: Under Armour. Since signing with the sneaker and sportswear brand in 2013, the two have been joined at the hip. Underdogs in their respective realms, they lifted one another to heights neither could have imagined. However, as the saying goes, "All good things must come to an end."

And end they did as Curry and UA recently announced the conclusion of their partnership. According to Hall of Famer and Miami Heat legend Dwyane Wade, who was surprised by the split, it also makes sense given the difficulties companies in the sneaker industry are facing.

D-Wade knows what he's talking about

Lest anyone thinks D-Wade is just a casual observer in the sneaker space, he's not. The three-time NBA champion has had a sneaker line called the "Way of Wade" with Chinese sportswear company Li-Ning since 2012. This means he has actual information on the comings and goings in the sneaker world.

"First of all, the whole industry is struggling when it comes to the sneaker community," Wade explained. "I know because I'm in it, right? So, I understand. Like, I've seen my numbers. I'm like, 'Oh s—t', you know what I'm saying? So, the whole industry is struggling. And there's a lot of different reasons why, but no, you don't think about that when you think about one of the greatest players, right, to play."

Wade added that Curry and UA have had a fruitful run, especially in the beginning, when Wade noticed how all the kids and young ones clamored for Curry's signature sneakers with the brand.

"That has lasted 13 years, and they did some incredible things with the Curry brand," D-Wade continued. "And obviously Steph changed the sneaker game for a while, especially in the beginning, when it came to the kids. Like, when Steph first hit the scene with the Under Armours, all the kids was wearing them. Everybody. You know what I'm saying? That's all the kids wanted."

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Who will tell Curry's story?

An underrated aspect of sneakers is how they can tell a player's story through subtle details in their design. And for someone like Steph, whose impact on the game of basketball goes far beyond his otherworldly three-point shooting, his story must continue to be shared with the next generation of hoopers long after he hangs his sneakers up for good.

"It's going to be cool to see who is going to tell the Steph Curry story. And the sneaker brands help tell your story. They help continue to tell the legacy of your basketball career," Wade remarked. "And they let you in on other parts. So who is Steph Curry going to allow to tell that story? I know who I would want to do that as a fan, but it's going to be cool to see who he picks."

Curry's transcendent status in the sport means he will not have a shortage of suitors during this stage of sneaker free agency. From the big names like Nike and Adidas to companies like Puma and New Balance that are looking to carve out a corner in the basketball market, Curry will have plenty of options to choose from.

Related: "No one in the league is like, 'Hey yo, them Steph Currys was hitting'" - Channing Frye feels Under Armour failed Steph Curry

This story was originally reported by Basketball Network on Nov 24, 2025, where it first appeared in the Latest News section. Add Basketball Network as a Preferred Source by clicking here.