Unspoken regulations exist in every sport—those unwritten rules that, while not officially codified, are understood to be frowned upon if broken. In the NBA, for example, teams typically hold onto the last possession during a blowout. For years, there was also a stigma around players wearing their rival’s signature sneakers. Famously, DeMar DeRozan switched to a pair of Jordans, deviating from his usual trend of wearing Kobe Bryant’s shoes, simply because they were playing against each other. The Mamba made him pay for that back then. Now, Stephen Curry is trying to send a similar message, but in a friendlier way.

While in Manhattan at the NBPA headquarters, Golden State Warriors star Stephen Curry discussed the unwritten rule about not wearing a rival’s shoes. Contrary to viewing it as a sign of weakness, the 36-year-old sees it as a gesture of respect. Notably, in October of last year, Curry signed De’Aaron Fox, a Western Conference rival, as the first signature athlete for his Curry brand. Although their battles remain fiercely competitive, Curry embraces the challenge of potentially being beaten by someone wearing his own gear.

“To me, that was dumb because it’s like either you’re going to beat them or not and the sign of respect is I’m going to beat you in your own shoes,” he said according to FOX.

He isn’t the first modern-day pillar to share such sentiments. Previously, stars like Kevin Durant and Paul George have expressed gratitude to their peers who wear their sneakers. A tremendous amount of time and effort goes into developing a product that resonates with athletes. So, when basketball players choose to use their creations for their ‘daily job,’ it serves as a seal of approval for a job well done.

That’s exactly how Stephen Curry feels, even though he occasionally faces difficulties with Fox. When they meet, Curry sometimes has to adjust his sneaker choice based on the Kings guard’s selection for the game. However, it’s a scenario he welcomes. After all, the goal of designing a sneaker is to create the best possible shoe for hoopers.

Hence, Stephen Curry and many other NBA superstars with signature shoes welcome players to use their products. If not respect, at the least it’s a testament to their innovation having hit the mark. And seeing as Curry has done so, he is expanding into a territory very few athletes have.

Stephen Curry and UA take the first steps in making the Curry brand global

The NBA first recognized the vast basketball fanbase that resides in China. They capitalized on the audience by launching NBA China, which holds basketball programs to foster greater talent within the country. If we dive into specifics, the appeal for Curry is incredible in the Red Dragon. At one point, his jersey sold the most there.

Similarly, Curry is breaking new ground. Next week, the two-time MVP will travel to Asia to open the first-ever Curry Brand retail store in China. The store will offer a range of exclusive products under the Under Armour umbrella. Additionally, De’Aaron Fox will accompany him, with the launch of his signature shoe just around the corner.

Previously, NBA athletes have had retail stores for their products, but never in affiliation with their endorsement brands. Curry is the first to venture into this territory. While there is a significant risk of failure given the lack of prior experimentation, Curry, with his fearless personality, is unafraid to explore uncharted waters.

If there is someone who can make the improbable seem to be a norm, it’s probably him.