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

When it comes to basketball sneakers, Nike and Adidas are perhaps the top two brands that come to mind, but Nike is the unquestionable leader in terms of popularity and star power.

During the mid-2010s, however, a lesser-known brand emerged from left field and took the basketball shoe world by storm. More known for their football and outdoor gear, Under Armour made a splash by signing Golden State Warriors star Stephen Curry to be the face of their basketball vertical, and it became an instant success.

During the peak of his popularity, Curry's signature shoes with Under Armour were just as in demand, even selling more than LeBron James' signatures. Unfortunately for Under Armour and Curry, the success of the signature line could not be sustained.

In 2020, Under Armour and Curry launched his own Curry Brand, with the hope of mirroring the success that Nike had with the Jordan Brand. Again, the endeavor fell short of expectations in terms of sales, which was a likely factor in Curry's eventual split with Under Armour.

Nike, however, has maintained its popularity, especially with the release of fresh new signature athletes, such as A'ja Wilson, Sabrina Ionescu, Ja Morant, and Devin Booker, along with its long-time anchors, James, Kevin Durant, and Giannis Antetokounmpo.

On an episode of the Run It Back podcast, Michele Beadle, Lou Williams, and Chandler Parsons discussed Curry's departure from Under Armour.

The trio touched on the general unpopularity of the brand and how Curry's signature sneakers are no longer as popular with kids these days.

"I can tell you, it doesn't happen," Williams commented, referring to seeing Curry signature sneakers 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 or diss, but the reality is, you don't see a lot of 'em."

Williams continued by saying that he sees kids opting to rock the newer Nike signature lines.

"The boys are even wearing the women's shoes. I'm starting to see the guys wearing the A'jas and the Sabrinas, and the Jas. Those are the top three shoes that you see in the gym consistently."

Currently a sneaker free agent, Curry has been wearing and playing in various brands, from Nike and Jordan to Reebok and Li-Ning, leaving fans and sneaker aficionados speculating on what his next move will be.

Curry's next signature sneaker is expected to drop in February of 2026, so it is unlikely that he will sign with a new brand until then.

Parsons relentlessly clowns Under Armour

Throughout the segment, Parsons continuously took shots at Under Armour, leaving his co-hosts in stitches.

"I just don't think Under Armour is dope," Parsons boldly said. "I would never wear an Under Armour shoe of another guy. Like if Steph Curry had a Nike shoe, I would probably want my son to go get it. My son's not wearing Under Armour." 

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

While this may seem humorous and even intentional, there are actually people who share this same attitude towards non-Nike or Adidas brands, simply because of brand loyalty and popularity.

As the nine-year NBA veteran put it so plainly, many people simply don't think Under Armour is 'dope.'

Under Armour's basketball history

While Curry was the undeniable face of Under Armour's basketball line, he wasn't the first to lace up the brand on an NBA court. Far from it, actually.

The first NBA player to wear Under Armour was former Milwaukee Bucks guard Brandon Jennings, whose incredible rookie season helped the brand gain traction. Guys like Raymond Felton, Greivis Vasquez, and Kemba Walker also signed with the brand before it blew up, thanks to Curry.

Currently, Under Armour's basketball roster includes Seth Curry, De'Aaron Fox, Davion Mitchell, and WNBA players Kelsey Plum and Nika Muhl, among others. Other players who have worn the brand include Joel Embiid, Kent Bazemore, and Patty Mills.

With the departure of the brand's biggest basketball name, it's highly likely that Under Armour's decrease in popularity, specifically in basketball, will continue.

Related: Stephen Curry ADMITS failed recruitment of WNBA star Sabrina Ionescu: "Hard to get an Oregon duck to leave Nike"

This story was originally published by Basketball Network on Nov 26, 2025, where it first appeared in the Off The Court section. Add Basketball Network as a Preferred Source by clicking here.