Steph Curry should’ve broken up with Under Armour a long time ago, says Sonny Vaccaro, the sneaker industry icon who once helped lure Michael Jordan to Nike.
Vaccaro, the inspiration for the blockbuster movie “Air,” said if he were Curry’s advisor, he would’ve told him to leave “Titanic drowning” UA back around 2022.
“I don’t want to demean them,” Vaccaro said of Under Armour, in an exclusive interview with The Post, “but they’ve had problems for a long time.”
Curry joined UA in 2013, and seven years later, he created the “Curry Brand” with the company. In 2023, he and the sportswear powerhouse agreed to a partnership that insiders dubbed a “lifetime” deal. But last week, the two split – and Vaccaro said the Warriors superstar ought’ve made the move far sooner.
“It took him too long to do this,” Vaccaro added. “He knew two or three years ago that Under Armour was sinking – that the ship was sinking in basketball. That was obvious. The stock kept going down. It didn’t work out.
“It was like the sinking of the boat that hit the iceberg – the Titanic.”
Vaccaro sais he’s now a bit concerned for Curry. He said it’s going to take at least a year for the Golden State star’s next shoe to come out, and with Curry slated to turn 38 next March, sustaining a high level of play for much longer is going to be a challenge.
Plus, Vaccaro said the Warriors’ championship window is narrowing.
Curry “knew that ship was – he saw the Titanic drowning,” Vaccaro said. “They hit the iceberg. In every sport. They’ve been on the decline.
“I’m a stockholder. You saw it coming. They weren’t that good. If he had done this three years ago, he would have had these years. These are unbelievable years.”
Curry’s final signature Under Armour shoe will be released in February 2026, though he is currently a sneaker free agent who’s already made his interest in other brands known.
The NBA’s all-time 3-point leader – who first signed with Nike in 2009 after he left Davidson for the Warriors – has been spotted in recent days wearing Nikes as well as Reeboks in the leadup to two of his games.
He said on Nov. 14 his departure from UA was “in the best interest of both parties” – and he was “excited about the future” of his Curry Brand.
Under Armour, meanwhile, did not respond to The Post’s request for comment this week, though it did say in a press release announcing the fracture with Curry the “moment is about discipline and focus on the core UA brand during a critical stage of our turnaround.”
