Stephen Curry’s Brand Suffers Big Blow After MiLaysia Fulwiley’s LSU Decision

Originally posted on Athlon Sports | By Matt De Lima | Last updated Apr 25, 2025 4:35 PM ET

One of South Carolina's top women's college basketball players, MiLaysia Fulwiley, announced her intention to transfer to the LSU Tigers on Friday.

The Gamecocks made it all the way to the women's NCAA Tournament championship game earlier this month. Fulwiley, a sophomore, was one of the team leaders, averaging 11.7 points, 2.8 rebounds, 2.0 assists and 1.5 steals per game.

She entered the transfer portal shortly after South Carolina's title game loss to UConn. Fulwiley was primarily a star coming off the bench, only starting three games for head coach Dawn Staley over her two seasons in Columbia.

The decision is a big blow to Under Armour and, more specifically, the Curry Brand. The sub-brand launched in partnership with NBA superstar Stephen Curry has an NIL deal with Fulwiley.

One thing to keep in mind with MiLaysia Fulwiley to LSU: While she’ll still be able to have an NIL deal with Under Armour, she won’t be able to wear her signature “Butta” shoes in games or warmups. The Tigers wear Nike. #ncaaW
— Mitchell Northam (@primetimeMitch) April 25, 2025

However, LSU has a partnership with Nike, which means Fulwiley will not be allowed to wear her signature "Butta" shoes in games or warmups, as noted by SBNation's Mitchell Northam. There are several precedents where Nike did not allow players to wear their preferred shoe, like Duke's Cooper Flagg, who was not allowed to wear his New Balance shoes.

Last March, Fulwiley inked a deal with Curry Brand, becoming their first collegiate athlete.

Curry highly praised the 20-year-old guard on Under Armour's website as part of her introduction to the company.

"(Fulwiley) has a unique style and flow to her game that I don’t think many people have seen in a long time," said Curry. "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.”

Through Under Armour, Curry participates in several outreach programs to bring the sport and his influence to those in need, including partnerships with GoodSports, Positive Coaching Alliance, Eat. Learn. Play, Charity Bounce, Oakland Parks, Recreation & Youth Development and Oakland Athletic League.

Earlier this week, the LSU Tigers were ranked No. 5 in ESPN's way-too-early women's college basketball rankings, while South Carolina is slotted at No. 1 despite Fulwiley's decision to transfer.

This article first appeared on Athlon Sports and was syndicated with permission.

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