Star player Stephen Curry of the Golden State Warriors has made headlines by signing Sacramento Kings All-Star De’Aaron Fox to his Under Armour Curry Brand. This marks a significant partnership as Fox is the first player to join Curry's brand, announced at the start of the 2023-24 NBA season.

Fox is set to release his signature shoe, the Fox 1, further elevating his brand partnership with Curry. Recently, the two attended a promotional event in China where they attracted a massive crowd, showcasing Curry's global appeal.