Ahead of Sac Town’s much-awaited season, De’Aaron Fox hints at a major update with Stephen Curry and Co.! The Kings point guard has gone head-to-head against the Bay Area superstar multiple times. And it was never short of drama. Especially, during their last outing, Sac crushed the Golden State Warriors‘ playoff hopes with a dominating victory. However, this time, Fox and Steph aren’t going against each other but dropped an update on their latest brand collaboration.

Last year, the Curry Brand of Under Armour announced its collaboration with Fox. He was the first NBA hooper to sign up with Steph’s brand. Following the announcement, everyone eagerly anticipated the Kings star’s first signature sneaker for a long time. In April 2024, Fox began his first-ever marketing campaign for UA’s Phantom 1 series. At the same time, the up-and-coming apparel sub-brand also revealed that it would launch the star’s signature kicks, Fox 1’s this coming fall.

He was often seen sporting different designs of the Curry 10s last season. While the logo and full design of his sneakers aren’t officially available, alleged leaked images of the logo were circulated on social media over the last few months. While De’Aaron Fox remained silent about it for a while, he recently reacted to it in his Instagram stories. He shared a picture of himself from the UA Elite 24, a youth basketball event conducted by Under Armour, and wrote, “Yall mess with the logo?” with a side-eyes emoji. Sneaky, isn’t it?

The Phantom has been a staple for Under Armour since 2018. Originally designed for runners, with the brand now looking to strongly venture into the hoops space, they’ve slowly evolved their flagship product to a multipurpose sneaker. The brand has claimed that it can be used across multiple sports and at different training intensities.

“Multidimensional – it’s a state of mind. No matter where I am or what I’m doing, I need to be locked in and the Phantom 1 allows me to do that. It is the ultimate multipurpose sneaker with versatility and style for every facet of life,” De’Aaron Fox had said.

Importantly, Fox’s sudden reaction proved to be a stamp of approval to an already subsided issue. It seemed more like a marketing play. This will lead down to only one question: Will the 26-year-old drop a glimpse of his upcoming signature shoe line? Honestly, only time will tell. He may even just randomly sport his new pair in a game, without anyone knowing. Until then, the fans look forward to the Kings’ newly transformed roster. Despite a disappointing exit in the 2023-24 season, the Kings have had a decent off-season.

What to expect from De’Aaron Fox & Co.?

In the last season, the Kings crashed out of the Play-in tournament after falling short against the New Orleans Pelicans. After finishing as 3rd seed in the 2022-23 season, the team didn’t make it to the playoff in the following season. It’s because of the rise of 4 Western Conference teams, LA Clippers, Minnesota Timberwolves, Denver Nuggets, and OKC Thunder. These four teams dominated the West last season and barely left other teams any chance.

The unchanged Kings side took a lot of backlash and failed to make it big. However, in the off-season, the team engaged in a determined attempt to stack their team with a strong frontcourt. With Domantas Sabonis already taking care of the rim job, the team needed a power forward. After a deliberate attempt to lure Lauri Markkanen, the team roped in DeMar DeRozan.

Moreover, the team also extended Malik Monk’s stay on the side. The backup guard had a heavy influence on the court and won many games for the Kings in the previous season. Along with that, he finished just short of the Sixth Man of the Year Award. So this year, the team could further toughen the road for those Western Conference playoff spots.

Before leaving, do watch the Dual Threat Show hosted by BG12 where Bulldogs’ Asia Avinger details her experience with Kobe Bryant, her WNBA ROTY picks, and more in the video below.