Now without a sneaker deal, Steph Curry wore the Reebok Shaqnosis Tuesday night while arriving for a game in Orlando. The choice was a tribute to Shaquille O’Neal, as the signature sneaker came out when he was playing for the Orlando Magic — but it could also become the start of a new relationship.
O’Neal said his camp is in discussions with Curry’s when asked by Sneaker News for his thoughts on the free agent‘s sneaker choice. “It was a big moment for me, a big moment for the brand,” Shaq said. “It puts everybody in a ‘what’s he gonna do?’ phase.”
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Under Armour and Curry announced last week their mutual decision to part ways and end their 12-year partnership. His newest signature sneaker, the Curry 13, will still release in February, but the star is now free to sign with another sneaker brand or operate Curry Brand solo.
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Similar to Jordan Brand, Curry Brand became its own offshoot of Under Armour in 2020. Crucially, the separation will allow Curry to continue using the same logo.
O’Neal is the president of Reebok Basketball, and he’s overseen the company’s return to the sport after a long hiatus. The Engine A launched this year as the first performance basketball sneaker of the new era and was followed later in the year by Angel Reese’s first signature shoe, the Angel 1.
What Reebok doesn’t have is a marquee men’s star, a role Curry could be ideal to step into, even as he nears the end of his career. Every major brand is expected to court him, however, as well as smaller brands seeking a boost from the NBA’s best all-time 3-point shooter.
Under Armour said it doesn’t anticipate a “significant effect on its consolidated financial results or profitability” with the loss of its biggest star.
Kevin Plank, Under Armour founder and chief executive officer, added: “This moment is about discipline and focus on the core UA brand during a critical stage of our turnaround. And for Stephen, it’s the right moment to let what we created evolve on his terms.”