In a monumental moment for the sports endorsement world, Sacramento Kings' All-Star guard, De’Aaron Fox, has signed an endorsement deal with Curry Brand under the umbrella of Under Armour. This significant move makes Fox the first NBA player to officially sign with Stephen Curry’s signature line. The news first came from Shams Charania from The Athletic. Now, both Under Armour and Stephen Curry have confirmed the deal.
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!
Curry Brand: A Quick Background
Established in 2020, the Curry Brand was birthed as an extension of Under Armour, marking a strategic move to leverage the growing popularity and influence of the two-time MVP, Stephen Curry. By 2022, the bond between Curry and Under Armour was cemented even further, with Curry penning a lifetime deal. This agreement, rumored to be valued at a staggering $1 billion, showcases the weight and faith Under Armour has in Curry's ability to drive brand growth.
De’Aaron Fox Curry Brand Sneaker Details: The Curry Fox 1
Under Armour shared details during a media preview in NYC of the upcoming Curry Fox 1. Designer Ed Wallace stated Fox's wishes for his signature sneaker, saying "he asked for a low-top, runner-esque, with a strap." Low-top basketball models have become the norm in today's NBA, and with the model taking on a runner-esque vibe, it should translate well off the court as well. Following this, teaser images from Under Armour were shared with Sole Retriever, showcasing a sneaker containing UA Flow technology, a strap, and Fox's new logo.
Fox and Curry: From Competitors to Collaborators
The association between De’Aaron Fox and Steph Curry goes beyond business. In 2023, basketball enthusiasts were treated to a thrilling face-off in the first round of the Western Conference Playoffs. Both Fox and Curry stood out as series leaders for the Sacramento Kings and Golden State Warriors respectively. Their head-to-head encounters on the court were not just about competition but also about mutual admiration.
A testament to this camaraderie was seen during a post-game press conference when Fox labeled Curry as "one of the greatest players ever." Such statements reflect the deep-seated appreciation between the two elite players, and it's this synergy that makes Fox's signing with Curry Brand seem like the perfect marriage.
In an official press release from Under Armour, the brand conveyed the plans for Fox under the Curry Brand label. Not only will Fox work alongside Steph and Curry Brand to create new game-changing apparel and footwear, but he will also get his signature sneaker in 2024. Following up on this announcement, Curry and Fox faced off on October 27 when the Kings (Fox's team) and the Golden State Warriors (Curry's team) faced off in one of the first regular season games of the 2023-2024 NBA season.
Curry shared excitement in this signing, stating, "I couldn't think of a better athlete and person to join the Curry Brand team." He continued, "To have somebody that believes in what you're doing, believes in what the brand stands for, and believes in not just being a Curry Brand athlete, but taking that and building that into your identity as a player is special. And that's exactly why we chose De'Aaron—he believes in Curry Brand and our mission as much as he believes in himself on the court."
De’Aaron Fox Curry Brand Contract Details
Details on De’Aaron Fox Curry Brand contract are limited. De’Aaron Fox will now wear Under Armour's Curry Brand sneakers on court. Stephen Curry is now on his 12th sneaker with Under Armour, so De’Aaron Fox will likely wear the Under Armour Curry 11 or the Under Armour Curry Flow 11. As for how long Fox will be a Curry Brand athlete, the only official word we have is that the two signed a "multi-year" deal.
The Under Armour Curry Fox 1 is set to debut in December 2024 through Under Armour and select retailers online and in-store. The Happy Fox Day edition releases on December 7, followed by Happy Fox Day Alt on the 20th and The Beam on the 27th. In men's and gradeschool sizing, retail is $120 and $100, respectively. Keep it locked to the Sole Retriever mobile app to stay updated on the latest releases, raffles, news, and more in the sneaker and streetwear world.
Sneakerhead from South Florida who turned his passion into a career. Concerts, music, trying new restaurants, and catching the latest movies are some of the things I enjoy when not writing for Sole Retriever. Email: nick@soleretriever.com
