De'Aaron Fox Stays Quiet on Relationship With Steph Curry's Brand
San Antonio Spurs star De'Aaron Fox has been one of the NBA's most recognizable faces during the Finals; however, his signature line has also always been a topic of discussion. As the Spurs battle to win their sixth NBA championship, Fox's footwear has again become an intriguing topic, courtesy of Steph Curry's $400 million deal.
The Spurs star has been preparing for Game 3 of the NBA Finals as he looks to bounce back stronger in Madison Square Garden. But during the media availability ahead of the game, Fox was asked about his relationship with Under Armour as well as the Curry Brand.
"I don't really have much to say about it, at least not right now," the 28-year-old said. The brief response came amid significant changes involving the Curry Brand and Under Armour over the past year. Fox was the first signature athlete signed under Curry Brand in 2023, a major deal that tied him closely to Steph Curry's growing business venture within Under Armour.
That partnership, however, took a dramatic turn in November 2025 when Under Armour and Curry Brand mutually agreed to part ways. As part of the separation agreement, the Warriors star retained ownership of Curry Brand and was free to move it elsewhere. Earlier this month, it was reported that Steph signed a 10-year, $400 million deal with Chinese sportswear company Li-Ning, bringing his brand along with him.
Meanwhile, Fox remained with Under Armour despite the separation. During the NBA Finals, the Spurs star was spotted wearing the Under Armour Fox 3. The sneaker marks a new chapter for his signature line, becoming the first model to move outside the Curry Brand umbrella and into UA's main inline basketball catalog.
While previous releases prominently featured Curry Brand, the Fox 3 replaces those elements with a traditional Under Armour logo on the lateral heel. Fox's personal branding remains intact, with his signature curled-up fox logo still featured prominently on the tongue. The transition represents another milestone in Fox's growing profile within the sneaker industry.
Before joining Under Armour, Fox signed with Nike ahead of the 2017 NBA Draft, where he was selected No. 5 overall by the Sacramento Kings. His first two signature models with UA, Fox 1 and Fox 2, were commercial successes and retailed at $120. The Fox 3 is expected to continue the momentum, although its release date nor retail price has been announced.
It is expected to be dropped later this year. In the meantime, Fox will hope to win his first NBA ring, which could help create more buzz around his upcoming sneakers. He continues to focus on Game 3 instead of worrying about his relationship with the Curry Brand or Under Armour. Maybe a deeper conversation can take place once the NBA Finals conclude.
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This story was originally published June 8, 2026 at 7:47 AM.