Jared Ebanks Amidst the opening week of the 2023-24 NBA Season, Stephen Curry and Under Armour made a splash off the hardwood, signing Sacramento Kings All-Star De’Aaron Fox to a multi-year endorsement deal. Finalizing his contract this past summer, the recently reached deal will also see the launch of Fox’s own signature silhouette under the Curry Brand.
Launched in late 2020, Stephen Curry joined a short yet elite list of active players who have debuted their own signature brand. And for the first time in League history, an active player (Curry) has signed a fellow current player (Fox) to their own brand as a signature athlete. As the first Curry Brand athlete with his own shoe, Fox joins UConn standout Azzi Fudd – who has served as a brand ambassador since 2021.
“I couldn’t think of a better athlete and person to join the Curry Brand team,” Stephen Curry said. “To have somebody that believes in what you’re doing, believes in what the brand stands for, and believes in not just being a Curry Brand athlete, but taking that and building that into your identity as a player is special.”
The deal between Fox and Curry simultaneously marks the 10-year anniversary of when Curry first signed with UA in 2013 after becoming a sneaker-free agent himself following the expiration of his deal with Nike. Fox – who had been frequenting Nike, Under Armour and New Balance silhouettes throughout last season – reportedly became enamored with the Curry brand’s Flow cushioning technology and is expected to incorporate the latter into his own signature solution.
Much like Curry, Fox is committed to growing the future of the sport. The deal positions him to provide oversight on Under Armour’s grassroots efforts, UA Next programs and Curry’s annual skills camp for the nations top high school prospects.
“I have always said that my work on the court means nothing if I can’t utilize my platform to do good, and that’s why I have always admired what Stephen has done with Under Armour for the basketball and underrepresented communities,” Fox said.
De’Aaron Fox’s Curry Brand signature shoe is expected to launch in the Fall of 2024 designed by the UA Curry 11 designer Ed Wallace. In the meantime, we can expect Fox to begin dawning his own Player Exclusive versions of the Curry 11 and Curry 1 Flotro throughout the coming months.
