Under Armour Launches De’Aaron Fox’s Third Signature Shoe, the Fox 3
Under Armour Launches De’Aaron Fox’s Third Signature Shoe, the Fox 3
Under Armour has officially released the Fox 3, the third signature sneaker for San Antonio Spurs guard De’Aaron Fox. The shoe arrived at retail on Friday in its debut “Gamer” colorway, priced at $125 through the company’s own channels and select retailers.
The launch continues Under Armour‘s push in the basketball signature market, a category where established player lines remain a key way for apparel brands to build credibility with athletes and consumers alike. The company first previewed the Fox 3 in August, and Fox wore the shoe during the 2026 NBA playoffs ahead of its commercial debut.
Designed around Fox’s speed-oriented playing style, the Fox 3 weighs 11.9 ounces, a reduction from the previous model in the line. It combines a lightweight mesh upper with Charged cushioning, a TPU shank for stability, and a Flow outsole built to handle hard cuts, quick bursts, and abrupt stops.
Fox’s personal branding runs throughout the shoe. A fox-tail-inspired motif appears across the upper, his logo sits on the tongue, and the outsole carries the names of his wife and children — Recee, Reign and Poppy — a family tribute carried over from the Fox 2.
The “Gamer” colorway nods to Fox’s interest in video games, pairing blue, pink and neon green accents with tongue details shaped like gaming controller buttons. Under Armour also plans to roll out a rubber-outsole version globally in 2027.
“Every version of my signature shoe has gotten better because we keep learning from how I move and what I need on the court,” Fox said in the company’s announcement.
For Under Armour, the release lands amid ongoing efforts to sharpen its footwear business. The Baltimore-based company, which trades in the Consumer Cyclical sector and designs and distributes performance apparel, footwear and accessories, saw shares move up modestly Friday, changing hands at $5.24, up 0.86% from the prior close of $5.20. The company’s market capitalization stands at roughly $2.25 billion. Signature basketball lines from athletes such as Fox, alongside Curry Brand, form part of the company’s premium footwear strategy as it competes with larger rivals in the category.
The Fox 3 is available at Under Armour Brand Houses, on the company’s website, and at select retail partners.
What to watch
- Sell-through and retailer feedback on the “Gamer” colorway during the initial launch window.
- Additional colorway releases as the 2026–27 NBA season progresses.
- The planned global rollout of the rubber-outsole Fox 3 version in 2027.
- Under Armour’s upcoming quarterly earnings, where footwear and basketball category performance may be addressed.
Source: original release