In a landmark development for collegiate athletics, MiLaysia Fulwiley, a standout freshman guard for the University of South Carolina women’s basketball team, has inked a multi-year Name, Image, and Likeness (NIL) partnership with Curry Brand, the athletic apparel line founded by NBA superstar Stephen Curry.This agreement marks the first time Curry Brand has signed a collegiate athlete, underscoring Fulwiley’s exceptional talent and marketability.
Hailing from Columbia, South Carolina, Fulwiley’s basketball journey began at W.J. Keenan High School, where she was elevated to the varsity team as a seventh-grader, contributing to a state championship victory.Over six seasons, she secured four state titles and became the school’s all-time leading scorer.Her high school prowess earned her a five-star recruit rating from ESPN and a coveted spot in the McDonald’s All-American Game.Choosing to stay close to home, Fulwiley committed to the University of South Carolina, a decision that has already begun to pay dividends for both her and the Gamecocks.
Fulwiley wasted no time making her mark in college basketball.In her debut on November 6, 2023, she delivered an impressive performance with 17 points, six assists, and six steals, leading South Carolina to a 100–71 victory over the then 10th-ranked Notre Dame.Throughout her freshman season, she averaged 11.7 points, 2.9 rebounds, and 2.2 assists per game, earning a place on the Southeastern Conference (SEC) All-Freshman Team.Her standout moment came during the SEC Tournament final, where she scored a season-high 24 points against LSU, securing the tournament’s Most Valuable Player honors.
Fulwiley’s dynamic playing style and on-court charisma caught the attention of Stephen Curry and his team.Curry, the President of Curry Brand, expressed his admiration, stating, “She’s changing the women’s game on the fly with how she plays and moves 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.”
As part of the partnership, Fulwiley will don Curry Brand footwear during games for the remainder of her collegiate career.Off the court, she will serve as a brand ambassador, collaborating on exclusive products that reflect her personality and style.This role not only enhances her personal brand but also aligns with Curry Brand’s mission to “change the game for good” by promoting inclusivity and innovation in basketball.
This partnership is a natural progression in Fulwiley’s relationship with Curry Brand. She played her final season of AAU basketball for Team Curry, an organization sponsored by Stephen Curry and Curry Brand.Her long-standing affinity for the brand, combined with her on-court excellence, made her an ideal candidate for this historic NIL deal.
Fulwiley’s agreement with Curry Brand signifies a broader shift in the landscape of women’s collegiate sports.It highlights the increasing recognition of female athletes’ marketability and the growing investment in women’s basketball.This deal not only benefits Fulwiley but also sets a precedent for future NIL partnerships, paving the way for other female athletes to secure similar opportunities.
As Fulwiley continues her collegiate career, the partnership with Curry Brand is expected to elevate her profile and provide her with resources to further develop her game.For Curry Brand, aligning with a rising star like Fulwiley reinforces their commitment to nurturing young talent and promoting the women’s game.
In conclusion, MiLaysia Fulwiley’s multi-year NIL deal with Curry Brand marks a significant milestone in collegiate athletics. It underscores her exceptional talent and the evolving opportunities for female athletes in the NIL era.As she continues to excel on the court, this partnership will undoubtedly serve as a model for future collaborations between brands and collegiate athletes.