MiLaysia Fulwiley reaping benefits of partnership with NBA All-Star Steph Curry

Yahoo

02-04-2025

University of South Carolina's MiLaysia Fulwiley (12) drives past Tennessee Tech's Chloe Larry (21) and Keeley Carter (24) during the first half of action in the First Round game of the NCAA Tournament at the Colonial Life Arena on Friday, March 21, 2025.
MiLaysia Fulwiley was scrolling on social media late Thursday night when she saw something that nearly brought her to tears.
The South Carolina sophomore guard saw pictures and video of Golden State Warriors All-Star guard Stephen Curry walking in Chase Center wearing Fulwiley's 'Playa Society' T-shirt that shows a caricature of her in her Gamecock uniform. The shirt retails for $45.
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ESPN's post of Curry wearing Fulwiley's T-shirt had more than 400,000 views.
'I was like, 'Oh my God,' I can't believe it. … When I seen him with my shirt on, it was like a dream come true,' Fulwiley said Friday after the Gamecocks' 108-48 win over Tennessee Tech in the first round of the NCAA Tournament. 'For him to do that, it shows what a good person he is. Because he didn't have to do it just because I'm signed with his label.'
Fulwiley said Curry was supposed to have worn the T-shirt sometime last year but things never materialized. But Curry wearing it this year came at a better time as the Gamecocks go after their second straight national championship.
Fuwiley scored 15 points in 19 minutes of the Gamecocks' first-round victory.
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Curry has a connection with the sophomore senior guard dating back to her high school days. She attended his invitation-only camps in California and she played for Curry's AAU team during the summer before her senior year at Keenan High School.
Fulwiley was in shock when she got the initial call from Curry to play on his AAU squad, as she already was on a successful team the previous two summers.
'I had to leave because Curry asked me. It was a no-brainer,' Fulwiley said. 'My mom was like, you have to do it. He doesn't just call anyone and ask them to play for him. My mom was like, if you play with him he might be able to give you an NIL deal, and that is exactly what happened.'
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Fulwiley became the first college athlete to sign a name, image and likeness deal with the Curry Brand in March 2024.
'When it comes to the ability to change the game for good, nobody can speak to that more than MiLaysia,' Curry said in a release after he signed Fulwiley last year. 'She's changing the women's game on the fly with how she plays and moves on the court.'
Fulwiley had news of her own Friday as her Curry Brand Grade MF12 'Butta' shoes dropped shortly after the Gamecocks' victory. This is her second pair of Curry Brand shoes released this year. In February, the Curry 'FamLAY' Garnet and Black shoes were released and those were the ones she wore in Friday's game.
Fulwiley also gave each of her teammates a pair of the shoes for Valentine's Day.
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The new 'Butta' shoes are gold in color, representing more of Fulwiley's flashy on-court personality and her social media handle Laywitdabutter. Fulwiley said she will wear them during the NCAA Tournament.
'I wanted to do something that represented my name and my swagger,' Fulwiley said. '… I feel like I am a very bright person and stand out a lot. It is only right to have bright shoes. I love how they created them. I gave them my colorways and ideas and they put them together.'