Stephen Curry is expanding his influence by launching the Curry Brand and appointing Sacramento Kings’ point guard De’Aaron Fox as its first ambassador. As an NBA superstar and Under Armour representative, Curry is aiming to promote his brand and support talented athletes like Fox.

Fox has entered into a multi-year agreement with Curry to help broaden the brand’s reach beyond the basketball realm. In this partnership, Fox will work with Curry to enhance and expand the brand’s presence. Ryan Drew, the Vice President and General Manager of the Curry Brand, expressed that signing an athlete like De’Aaron Fox was a straightforward decision because he shares the same beliefs and values as Stephen Curry and the Curry Brand. The brand’s mission has always been to make a positive impact on the next generation of athletes and change the game for the better. With an athlete like De’Aaron Fox, who shares this mission, the brand’s influence is expected to grow, encompassing a larger number of athletes and making a more significant impact.

Stephanie Linnartz, the CEO of Under Armour, praised De’Aaron Fox for his exceptional skills on the court, early accomplishments, and dedication to the game. She sees him as an inspiration for the future generation of athletes who embodies the values of an Under Armour athlete by making a positive impact, revolutionizing basketball, and transforming communities. She also emphasized that De’Aaron’s inclusion in the team marks a significant milestone for the Curry Brand, symbolizing ten years of collaboration between the athlete and the apparel company.

De’Aaron Fox has been wearing Curry Brand footwear throughout the 2022-23 season and will partner with the company and Stephen Curry to launch his own signature shoe next year. Curry, who also serves as the president of the Curry Brand, expressed his enthusiasm for having such a dedicated athlete and individual on the team. He stated that having someone who shares the brand’s mission as passionately as they believe in themselves on the court is special, which is why they chose Fox. Curry appreciates having a partner who is committed to their collective future and shares their dedication to the Curry Brand.

In his new role at Under Armour, Fox will oversee the basketball and UA Next programs, in addition to his product responsibilities. He will also participate in the Curry Camp, where he will mentor top basketball prospects who attend the event. Fox expressed his admiration for what Stephen has achieved with Under Armour in the realm of basketball and underrepresented communities. Ryan Drew did not comment on whether other athletes would be signed to represent the Curry Brand in the future but mentioned that there is a lot of potential for the brand’s evolution as they are just beginning. As of March, Curry was named the president of the brand he co-founded with Under Armour in 2013 and became an adviser to the company. Curry’s deal with Under Armour is in effect until 2024 and is valued at $215 million.