What is Curry Brand? De'Aaron Fox becomes first NBA player to sign with Under Armour's Stephen Curry shoe brand

The Golden State Warriors might have beaten the Sacramento Kings in last year's playoffs, but there is clearly no bad blood between the team's All-Star point guards, with De'Aaron Fox becoming the first NBA player to sign with Stephen Curry's Under Armour offshoot, Curry Brand. 

Fox, who wore Under Armour - and specifically Curry's signature shoes - during the 2023 NBA playoffs, is the first NBA player that the Warrior's former MVP signed to his signature brand, according to The Athletic's Shams Charania.

Fox is coming off the best season of his career, in which he was named to his first All-Star game, averaging 25 points, 6.1 assists, and 4.2 rebounds per game during a season where the Kings smashed all expectations, winning 48 games to claim the third seed in the West. 

Despite being eliminated by Curry and the Warriors in the first round, Fox has now made his affiliation with the league's all-time 3-point leader official, as he becomes the first NBA player to officially join the brand.

What is Curry Brand?

Curry Brand is an offshoot of Under Armour basketball spearheaded by Stephen Curry, the brand's premiere athlete, similar to Michael Jordan's Jordan Brand.

Officially announced in May of 2023, Curry extended his partnership with Under Armour and became president of Curry Brand, an opportunity he was eager to build upon. 

"If the past ten years have shown me anything, it's that Under Armour and I can build great things together," Curry said.

"It's all about impacting athletes and creating products that perform and resonate with them, and Under Armour does it best. In 2013, Under Armour bet on me and I bet on them, and I'm all in on taking this next step together.

"Belief is a big part of who I am on and off the court. I believe in Under Armour and Curry Brand, the team now in place, and what we're doing together. We share a vision for a big future ahead."

Which NBA players wear Under Armour?

While De'Aaron Fox is the first NBA player to sign with Curry Brand, there is a large contingent of players who wear Under Armour, including Patty Mills, Mo Bamba, and Bones Hyland.