Under Armour announced on Thursday a multi-year partnership deal with Sacramento Kings Point Guard De’Aaron Fox to become the first signature athlete with Curry Brand.

De’Aaron Fox joins Curry Brand. – Curry Brand

As part of the partnership, Fox will work closely alongside Stephen Curry and Curry Brand to innovate footwear and apparel, and he will also launch his own signature footwear under the Curry Brand banner in 2024.

Moreover, he will oversee Under Armour’s grassroots basketball and UA Next programs, providing access to sports and training for athletes at every level. Additionally, he will support Stephen Curry’s annual Curry Camp, known for hosting some of the nation’s top basketball prospects, where he will serve as a mentor.

“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.”

This partnership between Fox, Curry, and Curry Brand signifies a shift from competitors to partners, fueled by their shared respect and passion for making a positive impact both on and off the basketball court.

Fox has had a long-standing admiration for the brand’s mission and performance solutions. Throughout the 2022-23 season, he proudly sported Curry Brand footwear. 

“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.”

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