Stephen Curry's visibility just keeps growing and so, by association, does Under Armour's. The NBA's MVP signed with the Baltimore apparel and fitness company in 2013 and is its most valuable basketball luminary.
On the day after Curry's Golden State Warriors won the NBA title, his image was all over the company's promotional material, which was quickly updated to include his first championship.
On Thursday, the company plans to release his Curry One shoe in a new color pattern and theme.
"A new colorway, dubbed Father to Son, releases on Thursday morning," the company said in a written statement. "The Father to Son Curry One celebrates Stephen's relationship with Dell and the role of his hometown of Charlotte in his on court and off court development."
Dell Curry, like his son known for long-range shooting, was a longtime NBA player, mostly for the Charlotte Hornets.
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The Father to Son shoe was planned whether the Warriors won the title or not. Curry averaged 26 points and 6.3 assists per game as the Warriors defeated the Cleveland Cavaliers in six games.
A Curry-themed page now adorns the company's website portal to its basketball sales page. "2014-15 NBA MVP and 2015 NBA CHAMPION," it says in block letters. It also features the phrases "HE'S JUST GETTING STARTED" AND "#CHARGED BY BELIEF."
Visitors to Under Armour's headquarters were greeted Wednesday by a video of Curry at its "Station House" reception area.
The video quick-cuts to more than two-dozen images of Curry in action, including tight shots of his Under Armour sneakers. It closes with the same photo that appears on the website.
"We've had a great run," said Ryan Kuehl, a sports marketing and sponsorship executive at Under Armour. "We have the reigning Major League Baseball MVP in Clayton Kershaw, we have the Super Bowl champion MVP in Tom Brady. Jordan (Spieth) won the Master's. Now we have Steph, who just won the NBA championship. Carey Price, a goalie for the Canadiens, is in the mix for the NHL MVP. This all happened within the last 12 months, more like nine months."
Kuehl doesn't think Brady's four-game suspension last month will hurt the brand. The quarterback is appealing the suspension, which was based on his team's alleged deflating of footballs used in the AFC title game.
"No, I don't believe so," said Kuehl, a former NFL long snapper. "I think there are various opinions on the significance of that even as an issue. We probably fall on the side of, 'Hey we believe in Tom.' Tom's done great things for our brand. We think we'll have a long partnership with him."