Steph Curry’s next move in the shoe world comes with a story that goes deeper than a simple switch. His choice to shift his representation to WME frames the bigger picture behind what happened with Azzi Fudd and why he has been more hands-on with the business side of his brand. The report from Bloomberg pointed out the clash of ambition and timing behind his earlier efforts, and that sets the tone for why Steph Curry is taking more control today.
One detail from Bloomberg stood out.
“One sore point for Curry was the attempt last year to recruit Caitlin Clark to join his brand, according to people familiar with the matter,” the outlet wrote. “He and the company pursued the phenom, but Under Armour’s offer trailed the total value of Nike’s pitch.”
Clark chose Nike, and Steph Curry felt the weight of how that loss shaped the brand’s direction. It wasn’t just the money. It was the chance to secure a generational college star at the exact moment the sport was changing.
Azzi Fudd was different. Steph Curry saw her as a core athlete long before the media caught up. He built a relationship with her years before NIL even became the norm. She became one of the faces of his vision for what Curry Brand could stand for. Losing out on Clark added pressure to make sure Fudd stayed at the heart of the next chapter.
The decision to work with WME signals how seriously Steph Curry is treating the business side. He wants wider reach, stronger negotiating power, and a structure that can keep pace with the growth of women’s basketball. For him, Fudd represents the direction he always wanted. The shift in representation simply confirms that he now wants full control over how far the brand can go.
Steph Curry’s Push for Bigger Reach Highlights His Longstanding Ties with Sabrina Ionescu
While the earlier report explained why Steph Curry made major changes with his agency, another part of the story comes from his long-running ties with other rising stars in the women’s game. That includes Sabrina Ionescu, someone Steph Curry has followed since her youth league days.
A clip from Bleacher Report captured how he talked about her journey and the effort it took to even try to bring her under the Curry Brand umbrella.
“[Sabrina and I] have a long history. She’s from the Bay, and obviously just following her career,” he said. He added that he once tried to recruit her when she was coming out of Oregon. “And there was a time when she was coming out of school, that I was trying to get her to Curry Brand. It’s hard to get an Oregon Duck to leave Nike.”
That part of the story gives more depth to why Steph Curry is aiming for more reach with his new representation. He has always looked for athletes whose stories match the culture he wants to build. The shift toward WME gives him access to stronger marketing, more visibility, and a broader network to help attract the next generation of players.
This move also shows how the competition for top names has changed. NIL money, brand exposure, and long-term partnerships matter more than ever. Steph Curry understands how fast the landscape moves, and his latest decision aligns with his goal of securing young talent earlier and shaping the next wave of signature athletes.
By tightening his relationships with athletes like Ionescu and building around players such as Azzi Fudd, Steph Curry is trying to position his brand for long-term success. His new direction shows that he wants reach that matches his impact on the court.
For more basketball content, click on Hardwood Heroics. Sabel Reyes can be reached through sabelreyes22@gmail.com. Other websites under the Sports Heroics umbrella are Gridiron Heroics and Wisconsin Heroics.
Sabel has been working as a field reporter for People’s Television Network (PTV), mainly about the Philippine Basketball Association since 2016 and has been elevated to Executive Producer for sports in 2022. Aside from being on top of the Philippine sports scene, she is also a running enthusiast. You can also follow her on X at @SabelReyes2 and Instagram at @msabelreyes.
