Stephen Curry and DeAaron Fox

07.08.25

UNDER ARMOUR & CURRY BRAND ANNOUNCE CURRY BRAND WORLD TOUR

Stephen Curry & De'Aaron Fox to set out for summer tour, taking on two continents with the mission of changing the game for good

Under Armour and Curry Brand today announce their marquee basketball initiative of the summer - the 2025 Curry Brand World Tour. Curry Brand—Stephen Curry’s basketball footwear and apparel line under Under Armour—is going global, returning to Asia for multiple stops and hosting Curry Camp in both the U.S. and China.

 

Spearheaded by Curry himself and fellow Curry Brand athlete De’Aaron Fox, this first-ever world tour will bring the original Curry Camp concept overseas for the first time, alongside Curry Con, the brand’s first-ever basketball culture convention. The tour will blend elite athlete development across two continents with high-impact fan engagement, introducing a first-of-its-kind hybrid model designed to elevate the next generation of hoopers and deepen the global connection with fans.

 

Kicking off in August, Curry will begin the U.S. leg of the tour in San Francisco, while Fox will simultaneously launch the Asia leg, promoting the brand and upcoming products through various activations across multiple cities. The tour will culminate in Chongqing, China, where the two will reunite for the Asian debut of Curry Camp and Curry Con, the ultimate basketball immersion experience for fans.

“I’m incredibly excited for this year’s tour—not only to host Curry Camp in San Francisco but also to bring it to Asia for the first time.”

“I’m looking forward to working with some of the best young athletes in the world at both Curry Camp experiences, teaming up with De’Aaron to connect with fans at the first-ever Curry Con, and immersing ourselves once again in the culture and history of the region.”

Stephen Curry

NBA superstar and President of Curry Brand

“I’m thrilled to return to Asia this summer with Curry Brand and Under Armour, making stops in Tokyo, Hong Kong, and Xi’an before joining Stephen in Chongqing."

"The fans in the region are incredibly passionate about basketball, and it’ll be special to engage with them again at these activations while exploring some new cities and sights on this tour.”

De’Aaron Fox

NBA veteran guard and Curry Brand athlete.

Curry Camp: Where Dreams Come True

 

As the cornerstone of the tour, the brand’s world-renowned Curry Camp will return for its ninth year in the U.S. and, for the first time, expand to Asia—empowering future basketball stars in both regions. Curry Camp is one of the many ways Stephen Curry gives back to the game he loves, mentoring top high school boys and girls through one-on-one coaching, advice, and exposure to his habits, routines, and mindset—on and off the court. The first session will take place in San Francisco, featuring elite talent from across the U.S. Curry will spend three days mentoring these athletes before traveling to Chongqing to host the first-ever global Curry Camp. There, top young athletes and passionate grassroots players from all across Asia will come together for the opportunity of a lifetime: to learn from and train alongside both Curry and Fox.

Curry Con: Where Culture Meets Court

 

Complementing Asia’s very first Curry Camp, the tour will also introduce the inaugural brand culture convention Curry Con. This dynamic 3-day fest in Chongqing, open to all fans across Asia, will serve as a hub for innovation and fan engagement fostering a vibrant community around the brand. Attendees will have the chance to explore interactive exhibits, discover the latest product innovations, engage in sports sessions with athletes, and delve deep into the brand's rich history, core values, and forward-thinking vision for the future of sport.

 

What’s more, local community impact series are to be activated across Oakland (CA), Tokyo (Japan), Hong Kong, Xi'an and Chongqing (China) from August 13 to August 20. Stephen Curry and De’Aaron Fox will be involved in a variety of cultural exchange moments and community outreach programs including school visits, court ambushes, and store activations to better understand the cultural roots of the region and build authentic connections with sports fans.

"The passion and raw talent for basketball across Asia are truly remarkable. We are incredibly thrilled that Under Armour and Curry Brand are bringing inspiring athletes and unparalleled resources to revitalize youth sports and elevate basketball culture across the region.”

”The 2025 Curry Brand World Tour embodies our ambition as a Sports House and demonstrates our long-term commitment to Asia - we're not just visiting, we're investing in the next decade of talent.”

Simon Pestridge

VP APAC Marketing and China & Korea GM.

2025 Curry Brand World Tour

Athletes Agenda

 


 

August 13-15

San Francisco, CA

STEPHEN CURRY

August 13-14

TOKYO, JAPAN

DE'AARON FOX

August 15-16

HONG KONG, CHINA

DE'AARON FOX

August 16-17

XI'AN, CHINA

DE'AARON FOX

August 18-20

CHONGQING, CHINA

STEPHEN CURRY & DE'AARON FOX

Stay tuned in the coming weeks for more information around the 2025 Curry Brand World Tour including exclusive product and activation details.