Under Armour, Inc. has signed Sacramento Kings point guard De’Aaron Fox as the first signature athlete with its Curry Brand under a multi-year partnership.
UA launched the Curry Brand in 2020 as part of a long-term partnership between the company and Stephen Curry, the star guard of the Golden State Warriors.
“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. 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,” said Stephanie Linnartz, president and CEO of Under Armour. “The addition of De’Aaron marks a pivotal milestone that coincides with a decade of collaboration between Stephen Curry and Under Armour. We could not be more excited to welcome De’Aaron to the Curry Brand family.”
In his new role, De’Aaron, who has been wearing Curry Brand footwear through the 2022/23 season, will work closely with Stephen Curry and the Curry Brand to develop footwear and apparel, including launching signature footwear under the Curry Brand in 2024.
“I couldn’t think of a better athlete and person to join the Curry Brand team,” said Curry, president of 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.”
Fox will also oversee Under Armour’s grassroots basketball and UA Next programs, which support access to sport at all levels of play, including supporting Curry’s annual Curry Camp, which is known for hosting the country’s top basketball prospects. Fox will mentor the athletes on and off the court to help them navigate to the next elite level post-college.
“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,” said Fox. “Words really can’t describe the excitement that I have bringing my own influence and perspective to this partnership alongside Stephen, Under Armour, and Curry Brand. I can’t wait to show the world what’s next for Curry Brand.”
Photo courtesy Under Armour