Sacramento Kings star De'Aaron Fox is set to sport a fresh pair of sneakers for the 2023-24 NBA season.
The 25-year-old guard has signed an endorsement deal with the Curry Brand, a subsidiary of Baltimore-based sportswear company Under Armour, according to league insider Shams Charania of The Athletic and Stadium.
Fox is the first NBA player to secure a shoe contract with this sub-brand, which is associated with Golden State Warriors star Stephen Curry.
The fifth overall pick had a sensational season in 2022-23, making his first NBA All-Star game appearance and first All-NBA selection in the Third Team.
Fox also led the Kings to their first playoff appearance in 16 seasons, ironically facing Curry and the Warriors a grueling seven-game first round series. Golden State came out on top in Game 7, with Curry scoring 50 points.
Prior to his new deal, Fox previously wore Nike shoes on the court.
Curry Brand Is an Independent Entity
The four-time NBA champion's pact with Under Armour is unlike typical shoe endorsement deals throughout the league, such as those of LeBron James, Giannis Antetokounmpo, or Damian Lillard,
The Curry Brand functions as an independent entity within the Under Armour umbrella, similar to the distinguished Jordan Brand of Nike, which maintains its unique identity, logo and distinction.
The sub-brand was launched on December 2020.
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