Curry Brand has signed college basketball star MiLaysia Fulwiley to a name, image and likeness (NIL) deal.
Under Armour, the company that backs Curry Brand, announced on Friday that it the namesake label of Steph Curry has signed Fulwiley to a multiyear NIL partnership. Fulwiley, a guard for the University of South Carolina, is the first collegiate athlete to sign with Curry Brand from an Under Armour-backed school.
“MiLaysia embodies the type of athlete with whom we love to partner: she is a highly motivated, talented and community-driven young athlete who works every day to compete at the highest level,” Curry Brand general manager Ryan Drew said in a statement. “As we continue to grow and diversify the Curry Brand, we are excited to partner with her and deepen our roots in the collegiate athlete community.”
With this partnership, Under Armour confirmed Fulwiley will wear Curry Brand footwear on the court while she plays for the University of South Carolina. Also, Under Armour stated Fulwiley will collaborate with Curry Brand on player exclusives “highlighting the best of the brand and showcasing her personality and style.”
Fulwiley, Under Armour confirmed, will debut as a Curry Brand athlete in this year’s NCAA Tournament.
Off the court, Under Armour said Fulwiley will be a brand ambassador focused on “expanding the Curry Brand’s reach and commitment to change the game for good across the collegiate and women’s basketball landscape.”
“It feels incredible to be picked to represent Curry Brand,” Fulwiley said in a statement. “Knowing that I can be a role model for other young girls to come out here and do exactly what I did is amazing.”
Fulwiley has a history with Curry Brand. For instance, she played her final season of AAU basketball for Team Curry, the Charlotte-based AAU team sponsored by the NBA star and his Curry Brand imprint.
She is also a proven winner. Prior to playing college ball for the University of South Carolina, Fulwiley won four high school state championships at W.J. Keenan High School in Columbia, S.C. Now a college freshman, Fulwiley was named to the SEC All-Freshman Team and is the first freshman in the University of South Carolina history to be awarded the SEC Tournament MVP.
“When it comes to the ability to change the game for good, nobody can speak to that more than MiLaysia,” Curry said in a statement. “She’s changing the women’s game on the fly with how she plays and moves on the court. She has a unique style and flow to her game that I don’t think many people have seen in a long time. She was a part of Curry Camp, is a Team Curry alumni, and is currently playing at an Under Armour school, so there are just so many great tie-ins to the Under Armour family, and partnering with her and Curry Brand is such a special opportunity. I’m humbled that she is now a part of the family.”
Curry is no stranger to NIL deals. In December 2021, the four-time NBA champion signed UConn guard Azzi Fudd to Thirty Ink, his collective that houses all of his business entities. Under Armour descurbed Fudd’s deal with Thirty Ink as “wide-ranging.”
About the Author
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.
