It could not have been scripted any more perfectly for Under Armour.
Stephen Curry, a star endorser for the Baltimore brand as the NBA's reigning Most Valuable Player, won the award again and made NBA history winning it unanimously. And the honor came just a day after Curry returned from a right knee sprain to score an NBA-record 17 points Monday night in the five-minute overtime of Golden State's 132-125 playoff victory over the Portland Trail Blazers.
Soon after the NBA's much anticipated announcement, the brand had launched and sold out of limited edition Curry basketball shoes. By early afternoon, the Curry MVP Back 2 Back Pack, including shoes Curry wore in each MVP season, sold out at $400 each in pre-orders online.
Under Armour has Curry and his signature basketball shoe line to thank for much of the surge in footwear sales, up more than 60 percent in the first quarter, as the brand takes on much larger rival Nike.
The company said its celebrating "Stephen's outstanding achievement" with the commemorative footwear and a men's Back 2 Back MVP SC T-shirt for $35.
Under Armour's planning to make the MVP shoe pack available again this summer. The two-pair bundle, including a re-release of the Curry One MVP and a new Curry Two MVP, will go on sale June 24 at UA Brand Houses and some retailers.