Was basketball player Steph Curry's mother Sonia denied service at a Ferrari dealership and did this lead to the creation of a campaign named "Respect in Every Space" in collaboration with Under Armour? No, that's not true: The viral social media story is very likely fictional as there is no trace of such a campaign on the website of Under Armour or on the website housing Curry's business entities. No media websites indexed by Google News have reported on the initiative named in the story either.
An example of the viral story appeared in a Facebook post (archived here) published on April 26, 2025. It opened:
Stephen Curry's Mother Is Kicked Out of a Ferrari Store -- What He Did Behind the Scenes Shook the Luxury World
She walked in to buy her son a Ferrari. She walked out humiliated. What Stephen Curry did next, away from the cameras, didn't just make headlines--it changed everything. This isn't just about a car. It's about justice.
On a bright spring afternoon in San Francisco, the sun gleamed off the polished steel and glass exterior of one of the city's most prestigious Ferrari dealerships. Inside, salesmen in tailored suits glided across marble floors, greeting customers with practiced charm. Among the hum of whispered negotiations and admiring glances at luxury vehicles, one elegant woman stood alone--Sonia Curry.
She wasn't here for attention. She wasn't here for status. She was here for one reason: to surprise her son, NBA superstar Stephen Curry, with a car he had long admired. A Ferrari Roma. The sleek, meticulously designed machine that had caught Steph's eye in passing on multiple occasions. Sonia had done her homework, chosen the exact configuration, and was prepared to pay in full that day.
But she didn't expect what came next.
Despite her poised appearance, designer purse, and a confident demeanor that spoke of class and success, Sonia was met with skepticism. Dismissed. Ignored. And ultimately, insulted.
The sales staff subtly, but unmistakably, questioned her motives. One offered her a tour of pre-owned inventory, suggesting "something more accessible." Another--identified only as Mr. Keller--coldly informed her they were closing early for a "private event," despite the store being visibly open and mid-afternoon.
And when Sonia calmly stated her reason for being there--to purchase a Ferrari Roma for her son, Stephen Curry--the response was chilling:
"We'd appreciate if you didn't invent celebrity connections. We're very busy with serious customers today."
Stunned but dignified, Sonia left in silence.
This is what the post looked like on Facebook at the time of writing:
(Source: Facebook screenshot taken on Sun Apr 27 20:35:16 2025 UTC)
Later on in the story Curry's reaction to the events was described:
And then, he acted.
In collaboration with civil rights lawyers, brand strategists, and executives at Under Armour--his most powerful brand partner--Steph unveiled a campaign that would rock the luxury retail world: "Respect in Every Space."
And:
In the months that followed, his initiative grew. Over 200 luxury retailers signed on to adopt the Respect in Every Space protocols. Early data showed a 47% drop in discrimination complaints and a 31% increase in diverse clientele--without any loss in revenue.
However a search for the phrase "respect in every space" on the website of Under Armour via Google did not return any results (archived here). According to a similar search (archived here) the phrase also did not appear on the website of Thirty Ink (archived here), which describes itself as:
Thirty Ink is a collective that houses all business entities of NBA Champion and Olympic Gold Medalist, Stephen Curry, and is committed to aligning purpose and profit. Thirty Ink prioritizes endeavors across a growing portfolio spanning brand partnerships, media, investments, and philanthropy. Dedicated to aligning impact and achievement, Thirty Ink exists to deliver unparalleled products, experiences, content, and opportunities.
The Thirty Ink entities underscores Stephen's passion for making an impact beyond the game of basketball by challenging the status quo, with the ultimate vision to inspire by Elevating the Under.
If such an initiative existed it would have been mentioned on these sites.
Similarly, a Google News search for the phrase in combination with the words "Steph Curry" did not yield any results either (archived here).
Lead Stories reached out by email to Mr. Curry's companies and will update this story if a reply is received.
