De’Aaron Fox signs with Curry Brand, the brand of Under Armor and Stephen Curry


The brand of Under Armor and Golden State Warriors point guard Stephen Curry, Curry Brand, has signed a multi-year sponsorship agreement with Sacramento Kings point guard De’Aaron Fox, who becomes the first athlete of the sports line.

De’Aaron, Stephen Curry and Curry Brand will collaborate and expand the reach of the Under Armor brand into the world of basketball and beyond the court.

“Hailed as one of the league’s most notable players, De’Aaron’s skills on the court, his early accomplishments and his dedication to the game serve as an inspiration to the future generation of athletes. De’Aaron embodies what it means to be a Under Armor athlete creating a lasting impact, changing the game of basketball and the communities we serve for the better,” said Stephanie Linnartz, CEO of Under Armour.

For De’Aaron, the decision to sign with Curry Brand was an easy one. He has long been a fan of the brand, its mission and its performance solutions, and will wear Curry Brand footwear throughout the 2022-23 season. In his new role, De’Aaron will work with Stephen Curry and Curry Brand to innovate game-changing footwear and apparel, including launching his own Curry-branded footwear in 2024.

“Having someone who believes in what you do, who believes in what the brand stands for and who believes in not only being a Curry brand athlete, but making it your identity as a player, is special.
And that’s exactly why we chose De’Aaron: he believes in the Curry brand and our mission as much as he believes in himself on the court. “I am very grateful to have a partner so dedicated to our brand and involved in what our collective future holds,” said Stephen Curry, President of Curry Brand.

Going forward, Fox will not only influence Under Armour’s performance solutions but will also oversee Under Armour’s grassroots basketball and UA Next programs, providing access to sports and training to athletes at all levels, including supporting Stephen Curry’s annual camp.

This camp is known for hosting some of the best basketball prospects in the country, where he will be a mentor to these players on and off the court, helping them navigate to that next elite level after college.

“I’ve always said that my work on the court means nothing if I can’t use my platform to do good, and that’s why I’ve always admired what Stephen has done with Under Armor for basketball and underrepresented communities,” De’ said. Aaron Fox.

Curry and Fox will face off, both wearing the Curry brand, this Friday when the Sacramento Kings and Golden State Warriors meet in a regular-season NBA game.