Under Armour, the renowned sportswear brand, has unveiled a groundbreaking multi-year partnership with De’Aaron Fox, the talented Point Guard for the Sacramento Kings. In a significant move, Fox is set to become the first signature athlete with Curry Brand, a subsidiary of Under Armour.
This exciting collaboration will see Fox working closely alongside basketball legend Stephen Curry and Curry Brand to drive innovation in footwear and apparel. Furthermore, Fox is slated to launch his very own signature footwear under the esteemed Curry Brand banner, with the anticipated release scheduled for 2024.
In addition to his role in shaping the future of athletic wear, Fox will take the lead in overseeing Under Armour’s grassroots basketball initiatives and the UA Next programs. These programs aim to provide access to sports and training for athletes at all levels. Furthermore, Fox will play a pivotal role in supporting Stephen Curry’s annual Curry Camp, a renowned event that attracts some of the nation’s most promising basketball prospects. At Curry Camp, Fox will serve as a mentor, guiding and inspiring the next generation of athletes.
Stephanie Linnartz, the President and CEO of Under Armour, emphasized De’Aaron Fox’s significant influence on and off the basketball court. She praised his skills, accomplishments, and dedication to the game, all of which serve as a source of inspiration for future athletes. Linnartz underlined the alignment between Fox’s values and the core principles of Under Armour, emphasizing their commitment to making a lasting impact and fostering positive change in the communities they serve.
The partnership between De’Aaron Fox, Stephen Curry, and Curry Brand represents a shift from competitors to partners, driven by their shared respect and passion for making a positive impact both on and off the basketball court. Fox, who has consistently sported Curry Brand footwear during the 2022-23 season, has long admired the brand’s mission and performance solutions.
Expressing his enthusiasm for the partnership, De’Aaron Fox highlighted the importance of using his platform for good. He commended Stephen Curry’s work with Under Armour in support of basketball and underrepresented communities. Fox emphasized that he is eager to bring his unique influence and perspective to this collaboration alongside Stephen, Under Armour, and Curry Brand, and he eagerly anticipates unveiling what’s next for Curry Brand.
