Stephen Curry’s new Curry Brand signs its first NBA player

It has been nearly three years since Stephen Curry and Under Armour announced the launch of the Golden State Warriors star’s Curry Brand, and the venture has now signed its first NBA player.

Sacramento Kings star De’Aaron Fox on Wednesday became the first NBA player to sign with Curry Brand. Fox will get his own signature shoe line in 2024 as part of the deal, according to Na’Andre Emerson of Sports Business Journal.

Fox had an endorsement deal with Nike for the first five seasons of his NBA career. He began wearing sneakers from Curry’s signature line last year. In Sacramento’s season opener against the Utah Jazz on Wednesday night, Fox wore the Curry 2 Low FloTro, which was a re-release of one of Curry’s previous sneakers.

The 25-year-old Fox averaged 25.0 points, 6.1 assists and 4.2 rebounds per game in 73 games last season. He was named an All-Star for the first time in his career.

Curry and Under Armour announced back in March that Curry had signed a long-term extension with the apparel brand. Curry was named president of Curry Brand as part of the new deal.