De’Aaron Fox explains his decision to sign endorsement deal with Curry Brand

Oct 27, 2023, 2:20 PM

Stephen Curry #30 of the Golden State Warriors talks with De'Aaron Fox #5 of the Sacramento Kings a...

SACRAMENTO, CALIFORNIA - APRIL 30: Stephen Curry #30 of the Golden State Warriors talks with De'Aaron Fox #5 of the Sacramento Kings after the Warriors defeated the Kings 120-100 in game seven of the Western Conference First Round Playoffs at Golden 1 Center on April 30, 2023 in Sacramento, California. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Ezra Shaw/Getty Images)

(Photo by Ezra Shaw/Getty Images)

During the third quarter of the Sacramento Kings season debut against the Utah Jazz, it was reported that star De’Aaron Fox was finalizing an endorsement deal with Curry Brand, per The Athletic‘s Shams Charania. After spending his first five NBA seasons with Nike, Fox was a sneaker free agent for the entirety of last season.

He tested a few different brands, but after wearing Curry’s, he never seemed to look back. “This is one of the best shoes that I’ve ever worn,” De’Aaron Fox said Friday morning. “This is before we even had any contact. Obviously, they knew that I loved the product, and the relationship kind of started building from there.”

Since suffering a grade three ankle sprain early in his third NBA season, De’Aaron Fox has worn the same ankle braces as Curry, which are accounted for in the shoe’s design. Sacramento’s All-Star guard confirmed the impact that played in his decision.

YouTube video

“He wears the same ankle braces, so the shoe is kind of built for that, and it was extremely comfortable,” he said. “I told ya’ll I had a foot problem a little bit last year, and that didn’t necessarily solve it, but it started to make it go away a bit.”

Fox is the first signature athlete to sign with Curry Brand. There are plans for a signature shoe down the line, but Fox said he thinks “it’ll be more like next year.” He continued, “Obviously, those types of things take a little bit of time. So, it’s in discussion right now.”

Ironically, Curry and Fox are set to face off tonight at Golden 1 Center in Sacramento’s home opener. After Golden State sent the Kings home in the first round last postseason, a rivalry could be brewing. Fox joining Curry Brand adds another layer to their battles.

Be sure to tune in right here on Sactown Sports 1140 for all of your Kings vs. Warriors coverage, beginning at 5:30 PM PST on Game Night before a 7:00 PM PST tip-off from downtown Sacramento.

Sacramento Kings 2023-24 Regular Season Schedule

  • Friday, October 27th – Sacramento Kings vs. Golden State Warriors – 7 PM PST (Home Opener)
  • Sunday, October 29th – Sacramento Kings vs. Los Angeles Lakers – 6 PM PST
  • Wednesday, November 1st – Sacramento Kings @ Golden State Warriors – 7 PM PST
  • Saturday, November 4th – Sacramento Kings @ Houston Rockets – 5 PM PST
  • Monday, November 6th – Sacramento Kings @ Houston Rockets – 5 PM PST

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De’Aaron Fox explains his decision to sign endorsement deal with Curry Brand