Lou Williams explains why children are not interested in Steph Curry's shoes

When discussing basketball sneakers, Nike and Adidas usually dominate the conversation, with Nike clearly leading in both influence and popularity. Yet in the mid-2010s, a lesser-known competitor emerged and made a surprising impact in the basketball footwear scene.

Under Armour, primarily recognized for football and outdoor gear, gained major attention by signing Golden State Warriors star Stephen Curry as the face of its basketball line. Currys signature shoes became highly sought after, at times even outselling LeBron James models.

Despite this early success, the momentum couldnt be maintained. In 2020, Curry and Under Armour launched the Curry Brand, aiming to replicate Nikes Jordan Brand success. Sales, however, fell short of expectations, likely influencing Currys eventual split from the company.

Nike has continued to thrive, especially with emerging athletes like Aja Wilson, Sabrina Ionescu, Ja Morant, and Devin Booker, alongside long-standing stars such as LeBron James, Kevin Durant, and Giannis Antetokounmpo.

On a recent episode of the Run It Back podcast, Michele Beadle, Lou Williams, and Chandler Parsons discussed Currys exit from Under Armour. The conversation highlighted the declining popularity of the brand, especially among younger fans.

"I can tell you, it doesn't happen," Williams said regarding seeing Curry shoes in public. "I'm out there. I'm in these gyms and streets with a bunch of kids every single weekend, it's not happening. I'm not even trying to be funny, but the reality is, you don't see a lot of them."

He added that kids are now gravitating toward newer Nike signature models. "The boys are even wearing the women's shoes. I'm starting to see the guys wearing the Ajas, the Sabrinas, and the Jas. Those are the top three shoes you see in the gym consistently."

Currently without a sneaker deal, Curry has been wearing a variety of brands including Nike, Jordan, Reebok, and Li-Ning, leaving fans curious about his next move. His next signature sneaker is expected to release in February 2026, suggesting he may not commit to a brand until then.

Throughout the discussion, Parsons openly criticized Under Armour, amusing his co-hosts. "I just don't think Under Armour is dope," he said. "I would never wear an Under Armour shoe of another guy. If Steph Curry had a Nike shoe, I would probably want my son to get it. My son's not wearing Under Armour."

"I have zero beef with Under Armour. I really don't. I'm just saying, Im never gonna buy Under Armour shoes, ever. I dont care whose they are," Parsons continued. "Im not gonna go buy Under Armour shoes, I never will."

While humorous, this sentiment reflects a broader trend: many fans favor Nike or Adidas due to brand loyalty and general perception. As Williams put it, for many, Under Armour simply isnt considered "cool."

Curry wasnt the first NBA player to wear Under Armour. That distinction belongs to former Milwaukee Bucks guard Brandon Jennings, whose standout rookie season helped the brand gain traction. Other early signees included Raymond Felton, Greivis Vasquez, and Kemba Walker, before Curry elevated the brands profile.

Currently, Under Armours basketball roster features Seth Curry, DeAaron Fox, Davion Mitchell, and WNBA stars Kelsey Plum and Nika Muhl, among others. Previous players wearing the brand include Joel Embiid, Kent Bazemore, and Patty Mills.

With Curry no longer affiliated, Under Armours influence in basketball is expected to continue declining.

Related: Stephen Curry Admits Challenges in Recruiting WNBA Star Sabrina Ionescu

This article was originally published by Basketball Network on Nov 26, 2025, in the Off The Court section.

Under Armour’s Declining Presence in Basketball Footwear: A Closer Look

Under Armour’s brief but impactful presence in the basketball sneaker market is now clearly on the decline. While the brand once managed to capture the spotlight thanks to its partnership with NBA star Stephen Curry, the shine has faded, and its influence is waning. Despite an early surge in popularity, particularly following Curry’s signature line, Under Armour has struggled to maintain momentum in the face of stronger competition from Nike and Adidas.

While Under Armour’s basketball shoes were once a staple in gyms and on courts, today they’re almost invisible in the places that matter. As Lou Williams pointed out on a recent podcast, young athletes are no longer wearing Curry's shoes, instead opting for Nike's signature models, even those designed for women. This speaks volumes about the shifting landscape of sneaker culture, where brand loyalty and cool factor often outweigh actual performance and association with star players.

The decline in Under Armour’s basketball line isn’t just about Curry's departure. The brand’s struggle to replicate the success of Nike's Jordan Brand through the Curry Brand initiative has been a telling sign. Sales projections fell short, and Curry’s eventual split left a void that is hard to fill. Now, with Curry wearing multiple brands and fans eagerly awaiting his next move, Under Armour faces an uphill battle to regain relevance in the basketball footwear market.

Even as Under Armour retains a few notable athletes like De'Aaron Fox and Kelsey Plum, the general perception of the brand remains one of mediocrity in the eyes of many consumers. The market has spoken, and Nike's dominance continues to grow, with signature lines from stars like LeBron James and Giannis Antetokounmpo solidifying the Swoosh’s place at the top.

Ultimately, Under Armour's failure to maintain its presence in basketball footwear demonstrates the challenges smaller brands face when competing with entrenched giants like Nike and Adidas. While the brand may find success in other areas, its future in basketball sneakers looks increasingly uncertain.

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• "I'm not even trying to be funny" - Lou Williams reveals why kids are rejecting Steph Curry's shoes