DE’AARON FOX SIGNS WITH CURRY BRAND

By DaMarko GianCarlo

Under Armour has proudly announced the signing of Sacramento Kings Point Guard, De’Aaron Fox, as the inaugural signature athlete for the Curry Brand, marking the commencement of a multi-year partnership. Together, De’Aaron, Stephen Curry, and the Curry Brand are set to collaborate and extend the brand’s presence in the world of basketball and beyond. United by a shared commitment to making a positive impact both on and off the court, these All-Stars are transitioning from competitors to partners.

Stephanie Linnartz, President and CEO of Under Armour, remarked, “De’Aaron, recognized as one of the league’s most prominent players, brings a remarkable skill set to the court, early accomplishments, and an unwavering dedication to the game. He embodies the essence of being an Under Armour athlete by leaving a lasting legacy, influencing the game of basketball, and enhancing the communities we serve. The addition of De’Aaron represents a significant milestone that coincides with a decade of collaboration between Stephen Curry and Under Armour. We are thrilled to welcome De’Aaron into the Curry Brand family.”

For De’Aaron, the decision to join forces with the Curry Brand was a natural one. He has long been an admirer of the brand, its mission, and performance solutions, having sported Curry Brand footwear throughout the 2022-23 season. In his new role, De’Aaron will work closely alongside Stephen and the Curry Brand to innovate groundbreaking footwear and apparel, with plans to launch his own signature footwear under the Curry Brand in 2024.

Stephen Curry, Professional Basketball Player and President of the Curry Brand, expressed his enthusiasm, stating, “I couldn’t imagine a better athlete and individual to become part of the Curry Brand team. Having someone who believes in our mission and what our brand stands for, and is not only a Curry Brand athlete but incorporates that into their identity as a player, is truly special. This is precisely why we chose De’Aaron—he shares the belief in Curry Brand and our mission as much as he believes in his own abilities on the court. I’m deeply grateful to have a partner who is wholeheartedly dedicated to our brand and invested in our shared future.”

Beyond delivering innovative products, the two powerhouses share a common objective of nurturing the sport of basketball. De’Aaron will not only influence Under Armour’s performance solutions, but he will also supervise Under Armour’s grassroots basketball and UA Next programs, ensuring access to sports and training for athletes at all levels. He will also support Stephen’s annual Curry Camp, known for hosting some of the nation’s most promising basketball prospects, where he will serve as a mentor, guiding these athletes on and off the court as they navigate their path to elite status beyond college. As a role model for young athletes, this aspect of the partnership is of paramount importance to De’Aaron.

De’Aaron Fox, Professional Basketball Player and Curry Brand Athlete, emphasized, “I’ve always believed that my performance on the court is only meaningful if I can leverage my platform for good. This is why I have long admired what Stephen has accomplished with Under Armour, both in basketball and in underserved communities. Words can’t truly capture the excitement I feel about bringing my unique perspective and influence to this partnership alongside Stephen, Under Armour, and the Curry Brand. I am eagerly looking forward to showing the world what the future holds for Curry Brand.”