South Carolina's MiLaysia Fulwiley inks multi-year NIL deal with Curry Brand

MiLaysia Fulwiley grew up in Columbia hoping to star at South Carolina one day.

She’s seen her dreams become a reality this year. The freshman has the Gamecocks poised to be the No. 1 overall seed in the upcoming NCAA Tournament. Now she has signed an NIL partnership with the Curry Brand, joining as an ambassador. A multi-year deal, she will star in marketing for footwear launches, be featured in campaigns and create her own player-exclusive colorways of future models with the brand’s team of designers.

Fulwiley is already working with Under Armour, wearing the logo as a South Carolina athlete. The Curry Brand is under the UA umbrella, previously signing Sacramento Kings point guard De’Aaron Fox.

Steph Curry has long been a fan. Before starting her collegiate career, Fulwiley played her final AAU season for Team Curry, which is sponsored by Curry and the Curry Brand. Now she will be representing the NBA star’s brand on the court.

“She has a unique style and flow to her game that I don’t think many people have seen in a long time,” Curry said in a statement. “She was a part of Curry Camp, is a Team Curry alumni, and is currently playing at an Under Armour school. So, there are just so many great tie-ins to the Under Armour family, and partnering with her and Curry Brand is such a special opportunity. I’m humbled that she is now a part of the family.” 

MiLaysia Fulwiley primed for first NCAA Tournament

The 5-foot-10 freshman guard enters March Madness averaging 11.8 points per game and has 72 assists and 52 steals on the season. She scored a career-high 24 points in the SEC Tournament finals over LSU and became the first freshman in program history to earn SEC Tournament MVP honors.

The South Carolina star becomes the first collegiate athlete to sign with Curry Brand at an Under Armour school. As part of the agreement, Fulwiley will wear Curry Brand footwear on the court throughout the remainder of her college career at the University of South Carolina.

“MiLaysia is a generational player, an artist who is expanding her understanding of how to marry all aspects of her game every day,” South Carolina coach Dawn Staley said. “We are learning things from each other about how to maximize her game, and it has been incredible to work with her on that process.