Stephen Curry is spreading the love.
The NBA superstar and Under Armour ambassador has signed Sacramento Kings point guard De’Aaron Fox as the first signature athlete for the Curry Brand.
Under the terms of the multiyear deal, Fox will work with Curry to expand the brand’s reach in and beyond the basketball arena.
Ryan Drew, vice president and general manager of the Curry Brand, told WWD that the choice to sign an athlete other than Stephen Curry was “an easy one — he is the perfect addition to the Curry Brand family because he shares many of the same core values and interests as Stephen and Curry Brand. Curry Brand’s mission has always been to change the game for good and find new ways to positively impact the next generation of athletes. By bringing on an athlete like De’Aaron, who is so closely aligned with that mission, we’re able to expand the brand’s reach to more athletes and ultimately have greater impact.”
“Lauded as one of the league’s most notable players, De’Aaron’s skills on the court, early accomplishments and dedication to the game serve as an inspiration for the future generation of athletes,” said Stephanie Linnartz, president and chief executive officer of Under Armour. “De’Aaron embodies what it means to be an Under Armour athlete by creating a lasting impact, changing the game of basketball and the communities we serve for the better.”
She added that the addition marks a “pivotal milestone” for the Curry Brand that coincides with a decade of collaboration between the athlete and the activewear company.
Fox has worn Curry Brand footwear throughout the 2022-23 season and will now work with the company and Curry to launch his own signature shoe next year.
“I couldn’t think of a better athlete and person to join the Curry Brand team,” said Curry, who also serves as president of the Curry Brand. “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. And that’s exactly why we chose De’Aaron — he believes in Curry Brand and our mission as much as he believes in himself on the court. I’m grateful to have a partner that is so dedicated to our brand and invested in what our collective future holds.”
In addition to product, Fox will oversee Under Armour’s grassroots basketball and UA Next programs and be involved in the Curry Camp, where he will mentor some of the top basketball prospects that attend the annual event.
“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.
Drew would not comment if other athletes will be signed to represent the Curry Brand in the future, saying only, “We are just getting started — there is a lot of opportunity in the future to evolve Curry Brand.”
In March, Under Armour named Curry president of the brand he created with the company back in 2013 as well as an adviser to the company as a whole. Curry has a $215 million deal with Under Armour that runs through 2024.