When Nike and Reebok already had all the star athletes on their rosters, Under Armour decided to resurrect its empire with its icon, Stephen Curry of the Golden State Warriors. The brand left an unforgettable imprint with its first campaign, “We must protect this house?.?The brand has started to bring a fresh strategy to revive the business by recruiting stars such as Kelsey Plum from the WNBA and Aliyah Boston from the NCAA. However, as does Michael Jordan for Nike, Steph Curry remains a pillar of Under Armour.

In the meantime, Stephen Curry introduced a standalone line known as ‘Curry Brand’ under ‘Under Armour’ in 2020. Now, he has announced his first signature ambassador for his company, which was a shocking surprise to NBA fans.

Kelsey Plum welcomes Sacramento King to Curry Brand

Kelsey Plum surprised everyone with her decision to switch to Under Armour from Nike. The 3X WNBA champion served as a Nike athlete for 5 years before entering Curry’s $3.24 billion link-up. She shared the big announcement of the first ambassador of Curry Brand in her Instagram story.

Last Thursday’s announcement by Steph Curry’s “Curry brand” broke the internet. His brand’s first ambassador and signature athlete is De’Aaron Fox of the Sacramento Kings. The on-court rivalry between Fox and Curry is widely known, and now the collaboration between these two to create a signature shoe line in 2024 is highly anticipated.

The announcement has been confirmed via Instagram post in collaboration with the company and the stars. Curry Brand posted a video of a promotion with Aaron and wrote, “Legacy starts with change. Do your thing, D. Fox. Welcome to the family.”

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To the ESPN reporters, Curry addressed their unusual collaboration as “this is definitely a special occasion… To be able to partner with somebody like D-Fox while we’re still competing, while we’re still battling,” he also continued on, saying, “For me to be sitting next to him, to understand what this opportunity means, and to allow him to take it and run with it is a dream come true for me because there’s no better guy than him.”

De’Aaron Fox on the Under Armour line

Fox will work alongside Steph Curry to launch his new sneaker line, apparently in 2024, and he will also oversee the matches conducted by the Curry brand in the course of their partnership. They have signed a deal for an extensive five years while still facing each other on the basketball court.

The CEO of Under Armour has expressed his thoughts on signing De’Aaron Fox to the team. “The addition of De’Aaron marks a pivotal milestone that coincides with a decade of collaboration between Stephen Curry and Under Armour. We could not be more excited to welcome De’Aaron to the Curry Brand family.”

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With this collaboration, the ongoing NBA season has only become intriguing simply because the on-court rivals are turning into the off-court comrades. Perhaps, branding blurs the distinction and creates semblance for good.