Though they used to compete fiercely at point guard, Steph Curry and De’Aaron Fox are now teammates. Fox signed an endorsement arrangement with the Curry Brand just two days before his Sacramento Kings were scheduled to play Curry and his Golden State Warriors.

Shams Charania of The Athletic was the first to break the story.

Under аrmоur hаs lаunched а signаture line fоr the twо-time MVP cаlled Curry Brаnd. Unlike оther аthletes’ signаture lines, such аs thоse оf LeBrоn Jаmes аnd Giаnnis аntetоkоunmpо, Uа is its оwn entity, much like Nike’s Jоrdаn Brаnd is its оwn entity thаnks tо Michаel Jоrdаn’s fаme.

Fox is the first athlete to sign with Curry Brand, despite the fact that the company has been very profitable since its founding in 2020 and that several estimations value the superstar at 10 figures to Under Armour. And he’s certainly a huge haul: last year, the Kings became must-watch TV, and now, at age 25, he’s the face of the franchise and an All-Star and All-NBA performer.

Although specifics of Fox’s contract remain unknown, it is safe to assume that he has signed a long-term agreement designed to make him a prominent figure in the company’s footwear offerings. Now that Curry Brand has taken off, I expect to see other NBA stars, WNBA players, and maybe even a golfer or athlete from a different sport sign with the company in the coming months and years.

Whatever the case may be, this is big news for Curry, Fox, and Under Armour, and I predict a particularly lengthy embrace between Curry and Fox after Friday’s game.