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Ja Morant’s getting moved from Memphis? Giannis Antetokounmpo announced he’s asking for a trade?
These are the type of basketball breakup bombs we expect to hear about three weeks into the NBA season. Instead, on a mild Thursday afternoon, word swept the web and all airwaves that 4x NBA Champion Steph Curry was leaving Under Armour—his footwear partner for 13 years.
Since signing with Under Armour in 2013, Curry became the face of what was once a $16 billion brand, winning back-to-back MVPs and literally changing the game of basketball. It all coincided with a meteoric run in which UA was home to NBA, NFL, and MLB MVPs.
At the forefront of fame and footwear was Chef Curry. Leading a dozen signature shoes, diffusion lines, and multiple retro pairs, Steph got so big that the Baltimore brand carved out his own Curry Brand venture in 2020—one that has since signed multiple NBA and NIL stars.
Even more? Under Armour gave Curry a lifetime contract extension just two years back. But as of Nov. 13, Curry and Under Armour are no more.
Because of this, one of the three most famous basketball players on the entire planet is a footwear free agent in the middle of an NBA season.
Over the course of history, a few marquee names have hooped without a shoe deal, allowing an audience to track their next move in real time and providing some of the most memorable sneaker moments in NBA history.
From high flyers giving streetball upstarts all-time exposure to MVP candidates being courted with PEs, these are the most epic sneaker free agent runs in NBA history.
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Year: 2019
Previous Deal: Nike
An 18-year-old Luka Dončić was a Nike athlete before he was an American pro. The Slovenian star signed a two-year deal with the Swoosh amidst his final season with Real Madrid, hitting hezis in Hyperdunks ahead of entering the NBA Draft.
His Dallas debut didn’t disappoint, ending his introductory season with Rookie of the Year honors and averages of 20, 8, and 6. Sheesh. The contract year for his feet led to a bidding war between Under Armour, PUMA, and any suitor lucky enough to see live wear-testing from Luka Magic.
Ahead of the holidays, and mere months into footwear free agency, the Don decided to be like Mike and ink an endorsement deal with Jordan Brand. Five All-NBA First Team nods, four signature shoes, and one blockbuster trade later, the Jumpman struck gold on the Maverick turned Laker.
Years: 1999-2004
Previous Deal: Unsigned
Ron Artest, later known as Meta World Peace, never wanted a sneaker deal. Entering the NBA as a big time talent with elite intensity, Artest intentionally remained independent in Chicago and Indiana, driving to Nike Town to buy Air Jordans only to alter them with scissors and Sharpies.
Then in 2004, a flip switched. Artest’s two-way play made him an NBA All-Star for the first and only time, offering him a major marketing stage to woo an official sponsor. Seizing the moment, he rotated mismatching models from DaDa, AND1, Nike, and Adidas on national TV.
Marv Albert, Doug Collins, and Craig Seager caught wind, playing up the shoe swaps on air. Rather than sign with conformity, Artest played out the rest of his career in pairs of PEs and signature shoes from Protege, BALL’N, K1X, and PEAK.
Year: 2017
Previous Deal: Unsigned
In 2016, Alan Foster and soon-to-be famous father LaVar Ball founded Big Baller Brand. The Chino Hills, CA company aimed to disrupt both basketball footwear and merchandise through a three-pronged attack: Lonzo, LiAngelo, and LaMelo.
Lonzo, LaVar’s oldest son, surged up NBA Draft boards at UCLA, getting the hometown call from Magic Johnson to play point for the Los Angeles Lakers. The buzz around both Ball brothers was so big that the 2017 Las Vegas Summer League became a marquee event.
Making the most of the stage, the eldest Ball boy and newest Laker debuted samples of signature shoes produced by his proud pops. To create clamor, he even had his friend fetch Foot Locker favorites from Adidas, Under Armour, Nike, and Jordan to tease the market.
When it was all said and done, the Lakers would win the Summer League with Zo taking home MVP honors. Months later he’d start his rookie season in the finalized form of his signature Big Baller Brand Zo2.
Year: 1996-97
Previous Deal: Nike
Chris Webber was footwear royalty since the age of 18. National magazine exposure and Sonny Vaccaro connections made the Detroit Country Day standout and eventual Fab 5 frontman the most famous freshman in all of college basketball.
After two years in Ann Arbor in which Webber made Huaraches and Forces more memorable than their paid endorsers, the athletic big man inked an official contract with Nike. Ad appearances and deep roots set the stage for a big signature splash.
And then everything went wrong.
An escape clause is his Golden State Warriors contract allowed Webber, the reigning Rookie of the Year, the ability to force his way to Washington and reunite with Juwan Howard. In DC, Webber’s signature Nike Air CW Sensation released to a warm response, blending Uptempo ethos with Force camp flair.
At the same time, Webber publicly complained that the $140 price point wasn’t just unaffordable for kids, it was more than the $125 Air Jordan 10 and 11 out at the time. The brand and baller publicly parted ways. However, revelations decades later suggest Nike dropped Webber, and not the other way around, due to being a reluctant partner.
As a free agent, Webber wore Converse All Star 2000s, blacking out the logo with a Sharpie, and Reebok Ragin IIs in a similar pantone. In March ‘97, C Webb went to FILA where he’d get another signature shoe, the underrated and aptly named Webber.
Sadly, the contract would be cancelled by FILA only 18 months in. Stringent laws surrounding marijuana and an untimely arrest on a press trip killed the deal and any momentum. Webber was once again a footwear free agent in his new home of Sacramento, going back to blacked-out Adidas and Air Jordan offerings before breaking through years later with DaDa.
Year: 1999-00
Previous Deal: Puma
Vince Carter was viral in college before Al Gore had AOL jumpin’. Acrobatic alley-oops and windmill dunks placed the clean-shaved Carter in the “next Jordan” conversation among thirsty Tar Heel fans ahead of even cracking an All-American team.
Naturally, shoe companies saw potential, but not a sure thing. An offer from And1 ended up going to Philadelphia draftee Larry Hughes while the Toronto bound Carter took a chance on Puma. Though the brand hadn’t been in basketball since Cedric Ceballos jumped ship four years prior, a $50 million deal for Vinsanity was an all-in return.
Initially, it worked. The SportsCenter spotlight and NBA pace fit Carter like a glove, placing him and his Pumas all over TV screens and Slam Magazine pages. While everything looked great on camera, Carter claimed the Puma pairs were hurting his feet and that the brand was moving too slow in their marketing. On Dec. 1, 1999, Puma announced that Carter was breaking his contract and leaving the brand.
For the remainder of his sophomore season, Carter would rotate Adidas and And1 offerings to appease his previous partners amidst arbitration. Fate would come back around for And1 as Carter put on the best Dunk Contest display—arguably ever—in the Tai Chi. The priceless performance came at the low cost of Free.99.
In the summer of 2000, Carter closed in on a contract with Nike, quickly becoming the face of Shox in basketball and a signature star. The blow of leaving Puma kept the German brand out of basketball for almost 20 years.
Year: 2019
Previous Deal: Nike
It took PJ Tucker five long years of balling out overseas to claw his way back in the NBA. Once the former Texas standout stepped back on American soil, he committed to not just busting his ass on court but busting out every rare pair of Nikes the world had ever—or never—seen.
From 2012 to 2019, Tucker outpaced acclaimed artists and fellow hoopers to become the one true Sneaker King if such a title truly exists. At the same time he was attending Paris Fashion Week and Team USA training camp, his somewhat sparse Nike deal had run out, allowing him a chance to run it up on his beloved brand.
For the summer of ‘19 and the following fall, Tucker publicly flirted with Adidas, ASICS, Reebok, Puma, Converse, and New Balance, pulling out Ronnie Fieg favorites in the tunnel and even balling in Yeezy 500s in preseason.
When it was all said and done, Tucker used his clout to secure a six-figure re-up with Nike, setting him up for PE pairs of his favorite signature series and even more money to chase grails. Don’t be surprised if PJ ends up working for the Beaverton brand someday soon.
Year: 2023
Previous Deal: Nike
For the better part of a decade, Kyrie Irving was the hottest thing smoking at Nike Basketball. Kids clamored over every cartoon colorway Uncle Drew dropped at Foot Locker, securing a space where Air Penny expression and Zoom Kobe innovation came together at an accessible price point.
Despite outselling bigger names on his own brand and even entire hoop categories at others, things began to fracture between Kai and Nike. 2021’s Nike Kyrie 8 was publicly blasted by its namesake star, thrown off by its safe design direction. The brand renamed the shoe the Kyrie Infinity in an attempt to appease Irving.
Then shit got all the way bad. Already under fire from vaccination protests, Kai’s provocative takes turned toxic when sharing a link for a documentary that dispersed anti-Semetic rhetoric. Nike dropped Irving in late 2022, setting up a live bidding war for basketball’s most consistent seller, yet most controversial figure.
Duct tape takes on previous Nike Kyries sent a message to his former sponsor and potential suitors, letting all eyes know exactly what type of time he was on. Like Ron Artest before him, he used the 2023 NBA All-Star Game to rotate shoes—not from potential partners but rather his own customs—to build buzz and elicit conversation.
Ultimately, Anta secured Irving to a five-year deal that’s been an absolute smash. Kyrie’s creativity has blossomed with the Asian brand while his happiness has found solid footing in Dallas. Despite the turbulent times at the latter end of both Brooklyn and Nike, Kyrie is back to being one of basketball’s most beloved figures and a lightning rod at retail.
Year: 2025
Previous Deal: Under Armour
For a moment in time, Steph Curry and Under Armour had Nike on notice and Dick’s Sporting Goods eating out of their hands. The Under Armour Curry 1 and 2 were making an impact at recess and resale, catching fire in real time as Steph was winning MVPs, Championships, and entering all-time convos.
Perhaps they flew too close to the sun. Ill attempts at lifestyle, sped up product cycles, and eventual market fatigue kept the Curry line from ever hitting its early stride even if Steph was still killing it on court and the designs were decent at worst and good at best.
Even so, the launch of Curry Brand in 2020 and a lifetime extension in 2023 left no reason to think the most famous partnership in Under Armour history would come to a screeching stop. The sheer shock factor of it all exceeds any free agency on this list.
For now, it appears likely that Steph will continue to wear Curry Brand offerings in game while rotating potential suitors in the tunnel and at shootaround. Will a familiar face swoop in and sign Steph’s namesake company or is a distribution deal out East imminent? Time will tell, but seeing Steph shake up the stale space is enough to restore the feeling in what felt like a predictable scene.
Years: 2009 to 2012
Previous Deal: Adidas
A quick history lesson on the living legend named Gilbert Arenas.
In high school, a young Gil was cooking kids from Compton to the Valley in Air Max 95 and Air Max Plus releases on court. At Arizona, he stole a spot on basketball’s deepest squad while rocking patent leather Flight 89s and Jordan Trunners. Eventually, a shaky pro start sparked by Reebok Pumps in Oakland blossomed to $40 million from Adidas and $111 million via the Washington Wizards.
Nothing about Gilbert Arenas is predictable, but almost all of it is fun.
As we all know, the horse play reached its apex in 2009 when Gil brought a gun to the locker room as a means of both trolling and calling the bluff of a teammate. The incident cost him his Adidas deal and ultimately muddied his career.
If you’re a glass-half-full guy, it wasn’t all bad. The NBA’s original blogger and gamer became the league’s first star to turn footwear free agency into a pastime, pulling out every Air Jordan retro and Air Penny pair he’d been collecting covertly as a signature star for the Three Stripes.
Breaking dress code rules by way of “Bin 23” Jordans and Nike Diamond Turfs connected with core heads, but the balls to hoop in Dolce & Gabbana high tops back home against the Lakers went mass.
As legend has it, former teammate and fellow collector Nick Young wore said Dolces to the game. During warmups, Gil snuck back to the locker room, put on the velcro pair, and dropped 23 points on Kobe and Co. An eventual trade to Orlando didn’t stop the shoes, only hitting harder on his affinity for Penny.
Today, Gilbert and Adidas are back in good graces and in business. Still, his sneaker free agency inspired the flair for random retros that Nick Young, Derrick Williams, Montrezl Harrell, and John Wall later leaned into when hooping as unsigned hype.
Year: 2002-03
Previous Deal: Adidas
Do the clothes make the man or does the man make the clothes? Kobe Bryant attended the Lakers’ 2002 NBA Championship parade in his own throwback jersey and his signature Adidas The Kobe 2s. At the time, the brazen, avant garde nature of both the athlete and his attire were failing to connect with consumers despite All-NBA accolades and three titles to his name.
The 23-year-old star was growing distant from his teammates, parents, and sponsor. In the offseason, Kobe cut ties with Adidas—the brand that signed him at 17 and brokered his NBA ascent in secret—becoming an island in search of new identity.
A Rucker Park performance in Air Force 1s signaled a ruthless run of rotating retros that were far more street savvy than his space ship Adis and much more aligned with modern trends. Like VC before him, he’d be barred from wearing the same competitor brands too consistently, making it open season for Converse, Air Jordan, Reebok, And1, and Nike to take a shot at signing Kobe.
For a season, every brand under the sun gave Kobe their best shot at free exposure. Allen Iverson Questions and Answers arrived at Staples Center in purple Pantones while Michael Jordan’s namesake company concocted retro rarities made exclusively for No. 8. When considering the amount of signed stars on all these brands, Kobe was treated as a top priority.
Concurrently, the same recruiting rendezvous was going on across the country in Akron. A high school senior named LeBron James was scoring almost all of the same PEs, trading in LA purple for SVSM green. By the summer of 2003, both Bron and Kobe would be Swoosh signees and NBA rivals, setting the stage for historic signature lines, iconic commercials, and a post-MJ Golden Age for Nike Basketball.
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