Under Armour has signed nine NBA players to date and is aggressively seeking more. But among the existing signees is Stephen Curry who, for the Baltimore apparel and footwear company, is the gift that keeps on giving.
The Golden State Warriors guard won the NBA's Most Valuable Player award Monday, and Under Armour responded by announcing a special edition of the Curry One basketball shoe, a short Curry video narrated by Hall of Famer Bill Russell, and a new Curry-themed T-shirt.
The black, white and gold shoe, called the "MVP Limited Edition," will launch on Under Armour's website and select retail locations in June. The shirt is available on the site now.
The YouTube video shows Curry, 27, practicing his shot while Russell reads a poem called "Stonecutter" about the merits of persistence and hard work.
Part of Curry's broad fan popularity is based on his underdog reputation. He attended tiny Davidson College after being bypassed by major-conference schools.
The Curry One shoe was launched during the NBA's all-star game weekend.
"It's the No. 1 –selling footwear style in our brand house stores since it launched in February," said Adam Peake, executive vice president of global marketing. "I think we're proving we can win in this category."
Under Armour is making a basketball push.
Six teams in the NCAA men's tournament – and seven in the women's tournament -- were outfitted by Under Armour. Three of the women's Final Four entrants (Maryland, Notre Dame and South Carolina) were Under Armour teams.
Another young Under Armour athlete, golfer Jordan Spieth, 21, won the Masters last month.
"The ball is bouncing the right way," Peake said.