October 27th 2023.
DeAaron Fox, the Sacramento Kings point guard, has become the first NBA player to sign with Steph Curry's athletic brand at Under Armour. Fox had been with Nike for the past five years, but was spotted wearing Curry Flow 10s during a game last season.
The news was shared by Curry on Instagram, with official photos of the two guards sporting the brand's logo, as well as memorable moments from their first-round playoff clash in 2020. Curry captioned the post, “Splash!!! The mission continues… from 2020 when we launched, to this right here! Another step towards changing the game for good. Welcome to the @CurryBrand fam @swipathefox. Let’s get it!”
The Curry Brand also welcomed Fox with a post of their own, saying “Legacy starts with change. Do your thing D. Fox. Welcome to the family.”
Fox's signing is a huge win for the Under Armour brand, as the Kings made the playoffs for the first time since 2005 and the All-Star guard averaged 25 points, 6.1 assists, and 4.2 rebounds per game. The Kings and Warriors will face each other for the first time since last year's playoffs on Friday, October 27.
Under Armour established the Steph Curry arm of their sportswear company in 2020 with hopes of rivaling the Jordan Brand established by Nike in 1997. With Fox's signing, the brand is well on its way to achieving that goal.
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