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.