MiLaysia Fulwiley’s Groundbreaking Shoe Deal with Curry Brand Turns Heads at NBA All-Star Weekend
COLUMBIA, S.C. – MiLaysia Fulwiley isn’t just making waves on the court—she’s making history. The South Carolina women’s basketball star became one of the few female collegiate athletes ever to land a major shoe deal, signing with Steph Curry’s Curry Brand under Under Armour last spring. Now, she has her own custom shoe, the Curry 12 ‘FamLAY’ edition, cementing her as a trailblazer in the game.
This past weekend at NBA All-Star Weekend, Curry himself took time to discuss Fulwiley’s impact. Speaking with NBC Sports’ Natalie Esquire, the Golden State Warriors superstar explained why his brand partnered with the South Carolina guard.
“MiLaysia, the way she carries herself–obviously as a basketball player–but on and off the court, we see a lot of potential in her. She believes in what we’re doing,” Curry said.
But Fulwiley’s relationship with Curry Brand goes beyond just business. Long before signing the deal, she attended Curry’s elite camps and played for Team Curry AAU in high school. Her dazzling playstyle—highlighted by elite athleticism and jaw-dropping ball-handling—quickly caught Curry’s attention. And now, she’s continuing to impress at the next level.
“Obviously, [she’s] at South Carolina, doing amazing things—winning a championship in her freshman year—and trying to continue to get better and keep pushing the envelope on what she can accomplish in her career,” Curry added.
Fulwiley’s talent speaks for itself, but Curry made it clear that joining Curry Brand requires more than just basketball skills.
“As you build out your roster, you want to have just good people that truly understand [what’s important],” Curry emphasized. “One, they want to be great on the court. Two, they stand for something, represent something off the court, and are always looking for ways to impact the community. She checks all those boxes.”
Fulwiley debuted her ‘FamLAY’ Curry 12s against Texas last week, showcasing her signature style while wearing her own custom sneaker.
Next up, she and the Gamecocks will look to bounce back from Sunday’s loss to UConn as they take on Arkansas on Thursday night at Colonial Life Arena. Tip-off is set for 7:00 p.m. ET, with the game airing on SEC Network and available for streaming on the ESPN app.
Fulwiley’s star is only rising, and with Curry backing her every step of the way, this is just the beginning.
