Under Armour (UA) has announced the Sacramento Kings point guard, De’Aaron Fox, as the first signature athlete with Curry Brand on a new multi-year partnership. The 25-year-old NBA player has been sporting Curry Brand footwear throughout the 2022/23 season. In his new role, he will work closely alongside Stephen Curry and Curry Brand to innovate footwear and apparel, including launching his own signature footwear under Curry Brand next year. Starting immediately, Fox will also oversee Under Armour’s grassroots basketball and UA Next programs.
Curry Brand, a partnership between Stephen Curry and Under Armour, is a purpose-led performance brand with a mission to ensure every young person has equitable access to sports. Curry Brand aims to provide youth with new apparel and equipment, safe places to play, and access to mentors and coaches. The brand features footwear, apparel and accessories across multiple categories, including basketball and golf.
