“If somebody wore my shoe and I was playing against them, I knew I had them,” Kobe Bryant used to say about fellow Kobe wearers. For long enough, NBA players have tried to avoid wearing the signature shoes of a player from the opposing side, long enough to make it an unwritten code. But rules don’t stop a man who has changed the face of the game over the past decade. Steph Curry is the man in question and couldn’t care about this “Dumb” rule.

To Curry, it’s more like a sign of respect to beat the player while wearing his signature shoes. That’s exactly what De’Aaron Fox did in January when the Kings beat the Curry’s Warriors while wearing Curry Brand’s shoes. But the veterans believe you’re making yourself incapable of trash-talking someone if you’re wearing their shoes. This stigma could’ve caused chaos in the Curry household when Seth and Steph faced each other on the court.

But thankfully, the Hornets star is a bearer of the same sentiment as his brother. “It’s family,” Seth Curry said during his appearance at the National Basketball Players Association headquarters in Manhattan. “I feel like it’s a problem if I wasn’t wearing his shoes.” Rocking the Currys is something Seth does and that keeps the trouble from the family away. The day he stops believing in this and embraces the unwritten code, some tensions might creep into the Curry household, but so far, it looks unlikely.

Steph’s Curry Brand took a major step when it announced its first signature athlete, De’Aaron Fox, on Tuesday. Reeling in the Sacramento fans towards Curry Brand aligns with the target set by the company regarding its growth. And the growth is not only on the rise on the home front, the business is also booming abroad.

Steph Curry’s Under Armour to expand business in China

Just after Jordan Brand’s major promotion in China, Curry Brand is ready to make its move as well to gain traction in the major Asian market. As Luka Doncic and Co. completed a successful promotional campaign for Jordans, Curry will do the same by visiting China next week.

His visit will involve the opening of a Curry Brand store in Chengdu, China. The Dubs star will also launch his Curry 12 shoe, which he discussed during his visit to the NBA HQ. “Opening up our first Curry Brand store over there (China)—I’m excited about just that entire experience of what does it mean not just here in the U.S., but internationally and what we can do to make sure people know what that splash logo means and what it stands for, and what Curry Brand means and where Under Armour is going,” Curry told the present media.

Curry was notably the best jersey seller in the region in 2017 and his popularity could boost Under Armour’s market in Asia. The 36-year-old doesn’t have much time left on the court, so he’s setting up the blocks for a hassle-free post-retirement life, and Curry Brand will certainly be a part of it.