Curry Brand, the Under Armour-backed label of Steph Curry, has signed its first signature athlete.
The four-time NBA champion’s eponymous brand announced Thursday that it has signed De’Aaron Fox. What’s more, Curry Brand confirmed the Sacramento Kings point guard will become its first signature athlete, and his footwear will debut in 2024.
“De’Aaron represents the next generation of stars in the NBA and is bringing something special to Curry Brand. He has a flair to his game and style that is rare,” Ryan Drew, VP and GM of Curry Brand, told FN. “We’re excited about integrating De’Aaron into the design process to bring hoopers the best in on and off court styles.”
Curry Brand called the addition of Fox a “pivotal milestone and exciting next chapter for the brand,” and said they are united by a “shared purpose to grow the sport of basketball.”
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Aside from getting his own signature shoes, Curry Brand said Fox — who wore Curry’s signature looks for much of the 2022-23 NBA season and throughout the current preseason — will oversee grassroots basketball programs on the UA Next basketball circuit. Specifically, Curry Brand said Fox will support Curry’s annual Curry Camp, where he will be a mentor to the athletes both on and off the court, “helping them navigate to that next elite level post college.”
“Like Stephen, De’Aaron possesses an impressive dedication to giving back to the basketball community and those around him,” Drew said. “Not only will De’Aaron aim to influence Under Armour performance solutions for the next generation of athletes, but he is excited to get involved in the UA Next circuit — a program that drives access to sports at every level and makes athletes better by training their minds, body, and craft — as well as oversee and grow the grassroots basketball programs.”
In November 2020, Under Armour — the athletic giant that has sponsored Curry since 2013 — announced the launch of his Curry Brand imprint. And in March, Curry and Under Armour announced they were deepening their relationship, and named the baller president of Curry Brand.
