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Under Armour expands athlete endorsement roster with De’Aaron Fox

EditorPollock Mondal
Published 10/26/2023, 09:55 AM
© Reuters

Under Armour (NYSE:UA)'s strategic shift in athlete endorsements continues as the brand adds De'Aaron Fox, the Sacramento Kings point guard, to its lineup. This move follows the brand's previous strategy of having Stephen Curry, four-time NBA champion and now president of Curry Brand, as the only player with a signature shoe from Under Armour.

Fox, known for his distinctive style, will launch a signature footwear line under Curry Brand in 2024. His role will go beyond just footwear, as he will also lead grassroots basketball initiatives on the UA Next basketball circuit and serve as a mentor at Curry’s annual Curry Camp, assisting athletes in various aspects of the sport. Ryan Drew, VP and GM of Curry Brand, views this addition as a strategic move to promote basketball more broadly.

Curry, who transitioned from Nike (NYSE:NKE) to Under Armour and has a net worth of $160 million, serves as an ambassador for Under Armour and his own Curry brand. The addition of Fox could potentially boost his wealth and may influence other top-tier players to favor Under Armour over competitors like Nike or Adidas (OTC:ADDYY). All-Star Joel Embiid from Philadelphia 76ers is also linked with Under Armour.

Under Armour launched Curry Brand in November 2022 and later strengthened their alliance with Curry by appointing him as the brand's president in March. The inclusion of Fox marks an important step in the company's plan to expand their pool of high-profile endorsed athletes.

This article was generated with the support of AI and reviewed by an editor. For more information see our T&C.

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