Sacramento Kings' De'Aaron Fox Becomes First to Sign with Stephen Curry's Under Armour Line

Multiyear deal enables Fox to collaborate with Curry Brand to expand reach and launch his signature shoe next year, underscoring Under Armour's strategic shift to endorsement deals with active NBA players.

• De'Aaron Fox, point guard for the Sacramento Kings, has signed a multi-year deal with Stephen Curry's brand Curry Brand, becoming the first professional athlete to do so. The brand, a partnership with Under Armour, was launched in 2020 and is the only standalone brand of the company.
• Unlike other endorsement deals, Fox will not only wear Curry Brand footwear but also work closely with Stephen Curry and Curry Brand to launch his own signature shoe next year. He has worn Curry Brand footwear throughout the 2022-23 season.
• Fox's signing signifies a pivotal milestone for Under Armour and underscores its strategic shift towards endorsement deals with active NBA players. His early accomplishments, skills, and dedication to basketball have been highlighted as key reasons for his selection.
• Apart from the shoe deal, Fox will also oversee Under Armour’s grassroots basketball and UA Next programs, and play a mentorship role at the Curry Camp, an annual event for top basketball prospects.
• De'Aaron Fox began his NBA career as a Nike athlete and became a shoe free agent last season. He is coming off a career-best season, having played a key role in ending the Kings' 16-year playoff drought.

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