Stephen Curry is trying to be to Under Armour what Michael Jordan was to Nike. Although his new shoes have gotten some negative reception on social media, the numbers are indicating that the rise of Curry as an ambassador for basketball is going to put Under Armour on the map in terms of basketball shoes.
The company is a relatively new addition to the basketball shoe market. They began producing basketball shoes in 2008, and have found it difficult to establish themselves in a sphere that has been largely dominated by Nike and Adidas for the better part of 3 decades.