De’Aaron Fox kicks off new campaign with UA Phantom 1

Under Armour relaunches the fan-favourite shoe that levels up performance in partnership with Foot Inc

De’Aaron Fox is known for being one of the NBA’s most multidimensional athletes, so it’s no secret that he needs products that can keep up with his dynamic lifestyle off the court.

Since signing with Curry Brand, Stephen Curry’s line powered by Under Armour, in 2023, De’Aaron has had a standout season for the Sacramento Kings. Coming off the heels of another impressive NBA season, De’Aaron is also the face of a new campaign for Under Armour with partners Foot Inc., reintroducing the UA Phantom 1 — Under Armour’s solution for the multidimensional athlete looking for a versatile shoe that has the right mix of performance and style.

As an Under Armour staple since 2018, the Phantom was originally designed for runners but has evolved into a multipurpose sneaker that is used by athletes across all sports and training verticals to level up performance. The Phantom 1 has become the sneaker that athletes grab for everything. It blurs all lines, knows no boundaries, and is the epitome of multidimensionality. Under Armour is proud to partner with De’Aaron for this campaign as De’Aaron represents the new generation of athletes who exist beyond boundaries and labels, just as the Phantom 1 pushes the industry standard for performance.

The shoe’s soft knit, breathable upper provides compression-like fit for lightweight directional strength and comfort. Responsive UA HOVR™ cushioning reduces impact, returns energy, and helps propel you forward in training. The versatility of the UA Phantom 1 is what makes the shoe so unique—it balances performance-enhancing features with a style that can be dressed up in an athleisure look or down to hit the gym.

“Multidimensional – it’s a state of mind. no matter where I am or what I’m doing, I need to be locked in and the Phantom 1 allows me to do that. It is the ultimate multipurpose sneaker with versatility and style for every facet of life,” said Sacramento Kings PG De’Aaron Fox.

This campaign marks De’Aaron’s debut in Under Armour’s marketing following the announcement in October 2023 that De’Aaron would sign with Curry Brand. With this partnership, De’Aaron and Stephen Curry’s relationship evolved from players to partners with a shared passion for growing the sport of basketball and changing the game for good. Curry Brand will launch De’Aaron’s first signature shoe, the Fox 1’s, this coming Fall/Winter so there’s plenty for fans to get excited for as De’Aaron deepens his relationship with Under Armour.

The UA Phantom 1 can be found exclusively for the Foot Inc. consumer at both Champs Sports and Foot Locker, as well as This campaign was produced by Even/Odd and directed by Mohammad Gorjestani.




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