Stephen Curry reinvents his brand with cinema and a multimillion-dollar business

Golden State Warriors star Stephen Curry stunned his fans with an announcement no one saw coming. After declaring himself a free agent in the sneaker market and ending his long partnership with Under Armour, the guard revealed a project that connects him directly with the film industry. It’s the animated movie GOAT, produced by Sony Pictures Animation, scheduled to premiere on February 13, 2026, right in time for NBA All-Star Weekend in Los Angeles.

The announcement marks Stephen Curry’s entry into a sector valued at more than $436 billion in 2024, with projections to nearly double by 2034. As Essentiallysports highlighted, Curry will not only serve as producer but also make his voice-acting debut as Lenny Williamson, a giraffe in a story that blends humor, action, and inspiration.

A star cast and a personal message

The plot follows Will, a small goat with big dreams who gets the chance to compete in “roarball,” a fictional high-contact sport dominated by the fastest and fiercest animals. Stephen Curry admitted that voice acting was an unexpected challenge: “It’s a full-body job, giving yourself completely.” The central message of the film mirrors his own journey—perseverance, resilience, and chasing goals bigger than oneself.

Not your average GOAT.

From the artists that made KPop Demon Hunters, Spider-Man: Across the #SpiderVerse, #GOATmovie is exclusively in movie theatres February 2026. pic.twitter.com/dbraTuJrex

— Stephen Curry (@StephenCurry30) November 24, 2025

The project features a stellar voice cast including Gabrielle Union, Nick Kroll, Patton Oswalt, and Jenifer Lewis. For Stephen Curry, GOAT is more than entertainment; it reflects his path from an overlooked high school recruit to an NBA icon. The film aims to show that impossible dreams can be achieved through effort and belief, a message tied directly to his days at Davidson and his rise to stardom in the league.

The sneaker backdrop

The announcement comes alongside Stephen Curry’s departure from Under Armour after 13 years of collaboration. The company is undergoing a $95 million restructuring, and Curry chose to leave $37.5 million in stock options on the table to pursue independence. While UA’s basketball business generates between $100 and $120 million annually, the comparison with Nike’s Jordan Brand—surpassing $5 billion in 2025—shows the massive gap in scale.

Recent financial results for UA revealed losses and a brand profile that failed to capture the sneaker culture Curry needed. In that context, Stephen Curry decided to reinvent himself. If a market doesn’t fit his value, he builds his own.

With GOAT, Stephen Curry proves his vision goes beyond the hardwood. The two-time MVP is betting on a global and cultural business, showing that his influence can extend into cinema and entertainment. The project is a clever crossover that reflects Curry’s ability to reinvent himself and continue setting trends—even outside the court.