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He's not Michael Jordan, but Stephen Curry is Under Armour endorsement gold

He's not Michael Jordan, but Stephen Curry is Under Armour endorsement gold

Stephen Curry, the NBA's reigning Most Valuable Player, isn't as well known as Nike pitchman Michael Jordan or the Cleveland Cavaliers' LeBron James, but he's got something else — something in common with pop singer Taylor Swift and talk-show host Oprah Winfrey.

When analysts at The Marketing Arm, a Dallas-based agency, examined the depth of Curry's popularity, they noticed that people relate to him in the same way that they do to Swift or Winfrey.

Curry, whose signature shoe line has sales of Under Armour footwear soaring, is not just popular, he's an influencer.

The Marketing Arm's Celebrity DBI — an index that measures public awareness and...

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