Paige Bueckers, the top overall pick in the 2025 WNBA Draft, has quickly made a significant impact during her rookie season, not only through her standout performance but also by drawing attention for the sneakers she wears on the court. Recognizing this influence, NBA star Stephen Curry is considering a business move to bring Bueckers into the fold of his Curry Brand. This potential partnership highlights Curry’s expansion efforts beyond basketball courts into athlete endorsements.
The Origins and Ambitions of the Curry Brand
Known as the NBA’s greatest three-point shooter, Stephen Curry has also built a strong identity off the court. Aligning with Under Armour, he launched the Curry Brand, following a path similar to legendary athlete Michael Jordan’s ventures. Since 2023, the brand has steadily added promising players like De’Aaron Fox from the Sacramento Kings, Miami Heat’s Davion Mitchell, and Japanese sensation Keisei Tominaga. While these signings represent a solid foundation, Curry’s vision aims higher as he eyes major figures from women’s basketball to elevate his brand’s profile.
Paige Bueckers and Her Connection to Curry Brand’s Current Athletes
Bueckers’ collegiate teammate and rumored girlfriend, Azzi Fudd, is already signed to Curry Brand despite her current loyalty to Nike. Bueckers has openly admitted that Fudd influences her sneaker choices, revealing,
“I actually let Azzi choose my shoes. She chose my color.”
—Paige Bueckers. This candid admission caught Curry’s attention, prompting him to respond on social media with a clear invitation:
“Well… Sounds like Curry Brand is in your future then,”
—Stephen Curry.
The Challenge of Nike’s Stronghold Over Paige Bueckers
Convincing Bueckers to leave Nike may prove difficult, as she has been heavily supported by the company throughout her career. Nike honored her as the first college athlete to receive a personalized PE of the G.T. Hustle 3 sneaker in 2024. The design incorporates baby blue and purple colors and features a bucket logo on the tongue, paying homage to her nickname, ‘Paige Buckets.’ Despite this special treatment, Bueckers has yet to be awarded a signature sneaker by Nike. This gap could provide Curry Brand with a strategic opportunity to court her by offering a signature line that Nike has not yet delivered.
The Strategic Importance and Future of a Possible Partnership
Stephen Curry stands as one of Bueckers’ role models, and while she currently appears content with Nike, the infrastructure Curry has developed gives his brand the capability to attract her if she decides to explore other options. Success in securing Bueckers for the Curry Brand would represent a major win, expanding the brand’s reach into women’s professional basketball and enhancing its stature in the highly competitive sports endorsement market. As this potential alliance unfolds, it could redefine athlete-brand partnerships within the WNBA and beyond.
Our Reader’s Queries
Q. Why does Stephen Curry wear 4?
A. FIBA, which manages Olympic basketball, previously limited player numbers to 4-15 for officials’ convenience. This rule was removed in 2014, but Team USA continues to follow it during international events, like the Paris Olympics. This explains why Curry chose that specific number.