Stephen Curry is spreading the love.
The NBA celebrity and Below Armour ambassador has signed Sacramento Kings level guard De’Aaron Fox as the primary signature athlete for the Curry Model.
Below the phrases of the multiyear deal, Fox will work with Curry to increase the model’s attain in and past the basketball area.
Ryan Drew, vp and common supervisor of the Curry Model, instructed WWD that the selection to signal an athlete apart from Stephen Curry was “a straightforward one — he’s the right addition to the Curry Model household as a result of he shares most of the similar core values and pursuits as Stephen and Curry Model. Curry Model’s mission has all the time been to alter the sport for good and discover new methods to positively affect the following era of athletes. By bringing on an athlete like De’Aaron, who’s so carefully aligned with that mission, we’re in a position to increase the model’s attain to extra athletes and in the end have better affect.”
“Lauded as one of many league’s most notable gamers, De’Aaron’s expertise on the courtroom, early accomplishments and dedication to the sport function an inspiration for the long run era of athletes,” stated Stephanie Linnartz, president and chief government officer of Below Armour. “De’Aaron embodies what it means to be an Below Armour athlete by creating an enduring affect, altering the sport of basketball and the communities we serve for the higher.”
She added that the addition marks a “pivotal milestone” for the Curry Model that coincides with a decade of collaboration between the athlete and the activewear firm.
Fox has worn Curry Model footwear all through the 2022-23 season and can now work with the corporate and Curry to launch his personal signature shoe subsequent yr.
“I couldn’t consider a greater athlete and particular person to affix the Curry Model group,” stated Curry, who additionally serves as president of the Curry Model. “To have anyone that believes in what you’re doing, believes in what the model stands for, and believes in not simply being a Curry Model athlete, however taking that and constructing that into your id as a participant is particular. And that’s precisely why we selected De’Aaron — he believes in Curry Model and our mission as a lot as he believes in himself on the courtroom. I’m grateful to have a associate that’s so devoted to our model and invested in what our collective future holds.”
Along with product, Fox will oversee Below Armour’s grassroots basketball and UA Subsequent packages and be concerned within the Curry Camp, the place he’ll mentor a few of the prime basketball prospects that attend the annual occasion.
“I’ve all the time stated that my work on the courtroom means nothing if I can’t make the most of my platform to do good, and that’s why I’ve all the time admired what Stephen has achieved with Below Armour for the basketball and underrepresented communities,” Fox stated.
Drew wouldn’t remark if different athletes shall be signed to characterize the Curry Model sooner or later, saying solely, “We’re simply getting began — there’s numerous alternative sooner or later to evolve Curry Model.”
In March, Below Armour named Curry president of the model he created with the corporate again in 2013 in addition to an adviser to the corporate as an entire. Curry has a $215 million take care of Below Armour that runs by way of 2024.