Stephen Curry’s brand is officially expanding its roster. On Oct. 26, the NBA star announced that Sacramento Kings’ De’Aaron Fox has signed an endorsement deal with his Under Armour brand. View this post on Instagram A post shared by Wardell Curry (@stephencurry30) According to sports reporter Shams Charania, Fox is the first NBA player to sign with Curry Brand. Sacramento Kings All-Star guard De’Aaron Fox is finalizing an endorsement deal with Curry Brand, becoming the first NBA player to sign with Stephen Curry’s signature line at Under Armour, sources tell @TheAthletic @Stadium . pic.twitter.com/PqmI8aYTA3 — Shams Charania (@ShamsCharania) October 26, 2023

The style and construction of shoes are certainly important, but technology also plays a major role. Under Armour’s partnership with Curry Brand has aggressively leaned into elevating their releases over the years with the help of flow technology.

Stephen Curry has just closed in on what could be a historical deal.

Young athletes are the future of sports, and Under Armour has unveiled new initiatives to support their journeys. The sportswear company’s mission is to help millions of youth by 2030. To achieve this, it announced that it’s working to improve training and access to sports for teenagers including a new collegiate program for Historically Black Colleges and Universities (HBCUs), AdAge reports. “Under Armour is committed to sports at all levels and will continue providing our innovative products to all athletes, while also continuing to offer events and experiences that recognize and elevate athletes as they work towards their daily goals,” said an Under Armour spokeswoman. “We understand that to get to the collegiate level, you need to have access to sport at a young age, which is why we are making this commitment to support more youth athletes on their journey to compete.”

Steph Curry is known for being a game-changing athlete to the basketball world who has arguably changed the way the game has been played recently. Now he’s switching gears to make an even bigger splash in the athletic apparel industry to compete with the likes of Nike’s Jordan brand. According to an announcement from Under Armour, the brand has landed a partnership deal with the three-time NBA champion and two-time MVP to launch the Curry Brand — a purpose-led performance brand with a goal to ensure every young person has access to sports gear.   View this post on Instagram   A post shared by Wardell Curry (@stephencurry30) “Curry Brand is about changing the game for good. It’s achieving greatness no matter what your circumstances are,” according to the brand’s landing page . “It’s about pushing yourself to the limits…it’s about impact at the end of the day.” For years, the Under Armour brand has committed its work to making athletes better, both on and off the court. Now through...

Under Armour, the Baltimore-based athletic wear company, has announced industry veteran Tchernavia Rocker as its new Chief People and Culture Officer. Rocker will oversee the company’s entire human resources operation. Rocker spent nearly 20 years as a human resources executive at Harley-Davidson and led the company’s strategic plans on organizational effectiveness, employee value proposition and experience. Prior to her time with Harley-Davidson, Rocker served in HR and operations roles at Goodyear Dunlop North America Tire Inc. “Under Armour is designed for resilience and over the past two years, our global team has worked tirelessly to transform our business – operationally, strategically and culturally,” Under Armour Chairman and CEO Kevin Plank said in a press release. The position comes after the company was criticized for its lack of gender diversity in a scathing a report by the Wall Street Journal that cited behavior at the company that women employees found demeaning....