Matt Varga During the 2022-23 NBA season, the purple beam on top of the Golden One center went from punchline to prophecy, a rallying cry for the Sacramento Kings roster and fanbase alike as they broke out of the doldrums of the West with a 48-34 record. Now that the Kings are year-in, year-out playoff contenders, De’Aaron Fox is looking back to that seminal moment with his first signature shoe, unveiling the Curry Fox 1 “The Beam.”
In tune with its Sactown-centric title, the Kings’ royal purple is comprehensive on the shoe’s upper, with select accents leaning into a sci-fi inspired atmosphere; see the translucent “tail tip” on the strap or the neon green tint on the shoe’s trim. With speed such an important factor in De’Aaron’s game, there’s plenty of support on the Fox 1 to tie into that, from the multi-direction traction on the sole, the security strap at the midfoot or a breathable mesh construction up top.
While the shoes themselves are plenty noteworthy, Fox’s season couldn’t have crested at a better time for this promo push, as the All-Star’s first time sporting the Fox 1 on-court came in a personal-best and franchise-record 60 point outing. Likewise, the peripherals surrounding the shoe are already impressive in the early goings. On top of consumer reactions to these sort of “first look” images, there’s been resounding approval for the more conventional marketing push, highlighted by Fox and Curry Brand’s most recent social ad touting the All-Star’s speed.
As alluded to at the top, the Curry Fox 1 “The Beam” releases on December 27th, retailing for $120. Catch exclusive in-hand images just ahead to get a sense of what to expect on release day.
WHERE TO BUY
Fox 1 "The Beam"
US 12/27/2024 Friday
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| Retailer | Release type | Status |
|---|---|---|
| Under Armour | Standard | Coming Soon |
| DICK'S | Standard | Coming Soon |
