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Warriors point guard Stephen Curry is no stranger to fashion deals. Last month, we learned that Curry has an agreement with his mother, Sonya, that he will deposit $100 into a turnover account for every excessive turnover in a game. Sonya, in turn, gets to use the money to buy new shoes and bags at the end of the season. (Win-win, right?) But today, Women's Wear Daily reports that Stephen has inked a far more formal contract with Express to be the first-ever brand ambassador for the chain's menswear collections.
Liz Crystal, chief marketing officer at Express, tells WWD, "We know it's really important for a Millennial customer to associate with a mix of ambassadors that complement our brand and are relevant to our customers...Athletes are really important to the male customer."
With that in mind, expect to see Stephen's face (and probably a basketball) promoting the brand in magazines and social media throughout 2015. The retailer confirms that Curry will be fronting campaigns for spring, back-to-school and the holiday seasons this year. Currently, you can find him in modeling GIFs on the Express website.
Stephen joins Express women's ambassador Kate Upton on the brand's roster of famous faces, and —much like Upton— emphasizes that he feels a connection with the company because he's been a long-time Express customer. "I shopped there even before this opportunity. When I got the call, it made perfect sense. Express is already in my closet.," Curry tells WWD.
Just as much as Express sounds thrilled to be working with Stephen, he sounds pretty happy to be working with the retailer. "I'm going to be walking into the stadiums, with a nice smile, feeling good about myself in Express. It's a huge honor for me being the first male in their history to represent the brand. It's pretty crazy when you think about it."