Under Armour’s Steph Curry disaster just hit the ultimate low.

This is article is reprinted with permission from Sneaker History , Nick Engvall’s Substack about sneakers, culture, and the stories that connect what we wear to who we are.

It’s been 103 years since the Converse Chuck Taylor All-Stars were first released, and 103 years of brands getting it right and getting it wrong. They weren’t the first pair of basketball shoes, but they are widely considered the starting point. It’s been decades since sneakers were just shoes. They’re symbols of power, taste, and belonging. And when a brand gets it wrong, the whole world feels it. This week, we witnessed one of the biggest failures in that entire history.

Sneaker culture felt the tremor: Stephen Curry and Under Armour are done . Thirteen years of hype and hope dissolve into disappointment, s