Just like celebs have their own beauty products or colognes, basketball players also have their own line of signature shoes. One of the few NBA players who’s made a name for themselves in the basketball sneaker world is four-time NBA champion and two-time MVP Stephen Curry.

Three years after launching the Curry brand with Under Armour, Curry has finally found his first signee with the Sacramento Kings: guard De’Aaron Fox. Full of enthusiasm, Curry officially announced the news on X, writing, “SPLASH!!!! The mission continues.…from 2020 when we launched, to this right here! Another step towards Changing the Game for Good! Welcome to the Curry Brand fam
@swipathefox🤝 Let’s get it!”

Shams Charania of The Athletic also broke the news on X: Sacramento Kings All-Star guard De’Aaron Fox is finalizing an endorsement deal with Curry Brand, becoming the first NBA player to sign with Stephen Curry’s signature line at Under Armour, sources tell @TheAthletic@Stadium.

Why Fox?

According to Ryan Drew, Curry Brand’s VP and GM, Fox represented the next wave of NBA superstars and brought something unique to Curry Brand.

“He has a flair to his game and style that is rare. We’re excited about integrating De’Aaron into the design process to bring hoopers the best in on and off court styles,” Drew said of Fox, as per The Sacramento Bee.

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Fox on Curry: He’s helping me build my brand

Fox commented on the partnership between Steph and Under Armour, noting that it is similar to the partnership between Jordan Brand and Nike. He also noted that he is the first player to be part of the partnership, and that alone is an honor for him.

“Some players wouldn’t want to be the first, especially under an active player, but for me, I think it’s more like I’m helping him build his brand, but also he’s helping me build my brand, so I feel like it’s great for both of us,” Fox told The Sacramento Bee.

Stephen Curry and Under Armour

Having a shoe deal with a major brand is one thing, but having your own line of trademark sneakers is another. In 2013, Stephen Curry signed a long-term deal with Under Armour, and seven years later, he launched his own shoe line with the footwear company.

Back in March 2023, he inked a new arrangement with the brand that named him the president of the Curry brand and provided him with greater resources to help build his business. While the precise details of the agreement have not been made public, it was reported by ESPN to be among the most lucrative endorsement contracts in the history of sports once the annual base salary, stock options, royalties for signature products, and incentive bonuses on the court have been taken into account.

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