Stephen Curry is expanding his influence at Under Armour as the president of Curry Brand. The Golden State Warriors star sought an athlete known for speed and agility to pair with his shoe line. In 2023, Curry found his first signature athlete: Sacramento Kings’ De’Aaron Fox, a Western Conference point guard.
Fox explained why he joined Curry Brand, saying, “I started wearing his shoes around mid-December when my foot was hurting. After switching to them, the pain went away, and I wore them for the rest of the season. I told him I loved the shoes—it was that simple.”
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Although Fox and Curry have had intense matchups—like the Kings eliminating the Warriors from the Play-In Tournament last season and Curry scoring a playoff career-high 50 points in a Game 7 win the previous year—their rivalry stays on the court.
Fox’s speed makes him a natural fit for Under Armour, and he is the ideal first recruit for Curry Brand. As for whether Fox’s new shoes will carry him to another playoff appearance in the 2024-25 season, Curry, despite his role as president, won’t hesitate to challenge the Kings again if they meet in the playoffs.
Curry and Fox are currently in China for the Curry Brand tour, where they’re showcasing and promoting their signature shoes.