De’Aaron Fox Signs With Under Armour’s Curry Brand

Sep. 13, 2024

2 min read

UPDATE SEPTEMBER 13, 2024: De’Aaron Fox took to Instagram to give a first look at his debut signature sneaker.

Stephen Curry and Under Armour announced the creation of the Curry Brand in 2020, and now they have their first signature athlete, Da’Aron Fox. The Sacramento Kings All-Star guard becomes the first signature player to sign with the brand, with a debut shoe coming in 2024. The Curry Brand has already drawn comparisons to what Michael Jordan did in the late 90s when the Jordan Brand became its own entity under Nike and began signing players. Curry famously left Nike for Under Armour in 2013, becoming the face of the Baltimore-based brand on his way to four NBA Championships.

Fox’s role with Curry Brand will include influencing product direction as well as off-the-court initiatives. Fox credits Curry’s community work as an influence to join the company. “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.

Sole Savy is unreal! With a busy schedule it’s hard to keep up on shoes, and the group keeps me up to date on releases, tips on how to manually cop, and a marketplace with killer deals from fellow like minded collectors. It’s changed the sneaker game for me!

@SoleSavy is the truth. They've helped me cop kicks I never would've imagined getting at retail. Members always willing to assist on drops too. And most of all, a REAL community of REAL sneakerheads. These guys should be the gold standard for sneaker communities! #LifetimeMember

My membership paid for itself three fold by being solely responsible for my union 4’s, mesh sacai waffles, sacai blazers, court purple aj1s, glow in the dark yeezy 350s, travis scott lows (which I traded to get desert ore ow’s), air max 1 londons, bc3’s for way under retail etc.

Can't say enough about SS. The stellar help with copping shoes is a given but it's the community that makes it extra special. Hands down one of the best decisions I made as a wannabe sneakerhead.

The community of sneakerheads and resources available to help manually cop are great and really will help you get more Ws. The Zoom calls for hyped drops like Union Jordan 4 only adds to the camaraderie while providing real time instruction

1 / 5

De’Aaron Fox Signs With Under Armour’s Curry Brand

Unlock the world of Sneakers

Your privacy