[From The Undefeated]

When De’Aaron Fox took part in the first meeting of the design process for his debut signature shoe, technically, the Sacramento Kings All-Star point guard didn’t even have an endorsement deal.

Back in July 2023, Fox sat down with senior footwear designer Ed Wallace to map out a performance sneaker, approximately two months before officially inking a multiyear contract to become the first signature athlete under Curry Brand, the footwear and apparel subsidiary of Under Armour headlined by Golden State Warriors star guard Stephen Curry.

The word “organic” is often repeated by the close-knit Curry Brand team when recounting the backstory of how the brand pinpointed its first signature headliner — or rather, the reality that Fox naturally honed in on Curry footwear, driven by an infatuation with the innovative technology that fuels them, after entering sneaker free agency before the 2022-23 NBA season.

Read more of The Undefeated's story HERE