Stephen Curry’s brand is officially expanding its roster.
On Oct. 26, the NBA star announced that Sacramento Kings’ De’Aaron Fox has signed an endorsement deal with his Under Armour brand.
According to sports reporter Shams Charania, Fox is the first NBA player to sign with Curry Brand.
Sacramento Kings All-Star guard De’Aaron Fox is finalizing an endorsement deal with Curry Brand, becoming the first NBA player to sign with Stephen Curry’s signature line at Under Armour, sources tell @TheAthletic @Stadium. pic.twitter.com/PqmI8aYTA3
— Shams Charania (@ShamsCharania) October 26, 2023
“With my sixth pick, I’m going with who I believe is the fastest guy from baseline to baseline, De’Aaron Fox,” James said during the 2023 NBA All-Star Game Draft, per the outlet.
In April 2023, Fox won against Jimmy Butler and DeMar DeRozan as the first-ever winner of the NBA’s Kia Clutch Player of the Year Award, according to a news release.
As previously reported by AFROTECH, Curry’s multi-year deal with Under Armour was first formed in December 2020.
By March 2023, the NBA star signed a long-term extension with the company that is set to exceed his basketball career. ESPN reported it to “be one of the richest-ever endorsement deals in sports once annual base pay, stock equity, royalties on signature products and on-court incentive bonuses are tallied.”
“We started with the signature business, and with the opportunity to deepen the partnership, with an expectation of it going past my playing days, and the added investment in the great things that we both bring to the table, it’s an exciting time to strengthen that partnership,” Curry said, according to ESPN. “We understand that it’s a mutually beneficial venture to do some great things, build a great roster, build more scale to the business and create great storytelling.”
Along with Curry having his own signature line with Under Armour, he is the president of Curry Brand.
Now, it appears that he is staying true to his promise of investing in athletes “that want to be a part of the UA and Curry Brand family” following Fox becoming its first NBA signee.