Stephen Curry is spreading the love.
The NBA famous person and Underneath Armour ambassador has signed Sacramento Kings level guard De’Aaron Fox as the primary signature athlete for the Curry Model.
Underneath the phrases of the multiyear deal, Fox will work with Curry to broaden the model’s attain in and past the basketball area.
Ryan Drew, vice chairman and normal supervisor of the Curry Model, instructed WWD that the selection to signal an athlete aside from Stephen Curry was “a simple one — he’s the right addition to the Curry Model household as a result of he shares most of the similar core values and pursuits as Stephen and Curry Model. Curry Model’s mission has at all times been to alter the sport for good and discover new methods to positively affect the following era of athletes. By bringing on an athlete like De’Aaron, who’s so carefully aligned with that mission, we’re capable of broaden the model’s attain to extra athletes and finally have higher affect.”
“Lauded as one of many league’s most notable gamers, De’Aaron’s expertise on the courtroom, early accomplishments and dedication to the sport function an inspiration for the longer term era of athletes,” stated Stephanie Linnartz, president and chief govt officer of Underneath Armour. “De’Aaron embodies what it means to be an Underneath Armour athlete by creating an enduring affect, altering the sport of basketball and the communities we serve for the higher.”
She added that the addition marks a “pivotal milestone” for the Curry Model that coincides with a decade of collaboration between the athlete and the activewear firm.
Fox has worn Curry Model footwear all through the 2022-23 season and can now work with the corporate and Curry to launch his personal signature shoe subsequent yr.
“I couldn’t consider a greater athlete and individual to affix the Curry Model crew,” stated Curry, who additionally serves as president of the Curry Model. “To have any individual that believes in what you’re doing, believes in what the model stands for, and believes in not simply being a Curry Model athlete, however taking that and constructing that into your id as a participant is particular. And that’s precisely why we selected De’Aaron — he believes in Curry Model and our mission as a lot as he believes in himself on the courtroom. I’m grateful to have a associate that’s so devoted to our model and invested in what our collective future holds.”
Along with product, Fox will oversee Underneath Armour’s grassroots basketball and UA Subsequent applications and be concerned within the Curry Camp, the place he’ll mentor a few of the prime basketball prospects that attend the annual occasion.
“I’ve at all times stated that my work on the courtroom means nothing if I can’t make the most of my platform to do good, and that’s why I’ve at all times admired what Stephen has accomplished with Underneath Armour for the basketball and underrepresented communities,” Fox stated.
Drew wouldn’t remark if different athletes will likely be signed to signify the Curry Model sooner or later, saying solely, “We’re simply getting began — there’s a variety of alternative sooner or later to evolve Curry Model.”
In March, Underneath Armour named Curry president of the model he created with the corporate again in 2013 in addition to an adviser to the corporate as an entire. Curry has a $215 million cope with Underneath Armour that runs via 2024.