Steph Curry Is Crucial to Under Armour’s Success—And the Brand Knows It

He’s worth a staggering amount of money to the company.


Apparently Steph Curry’s influence knows no bounds. Last week, despite a record-breaking regular season, the Warriors lost in a hard-fought game three against the Rockets in the playoffs. Curry wasn’t playing. Correlation may not be the same thing as causation, but it certainly feels like that’s more than a coincidence.

Thankfully, it’s much easier to figure out Curry’s exact impact on Under Armour, the brand that makes his signature sneakers and clothing—and it equates to more than $100 million. Forbesreports that the brand announced a 64 percent increase in footwear sales during the first quarter of 2016 compared to the same period last year, with revenues rising from $161 million to $264 million. It’s just a portion of the $1.047 billion the brand made in Q1, but it’s largely thanks to the success of Curry’s namesake kicks.

That’s probably why ESPN noted today that he is “worth potentially $14 billion to his shoe brand.” $14 billion! That’s so much damn money! And yes, it’s a whole lot more than the $100 million in revenue he helped drive in the first quarter. But think about it: Air Jordans have been around for more than three decades and they’re still going strong. Seems like Under Armour might be playing the long game here. So, what will the Curry Thirty look like? Only time will tell.


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