The maturation on the court of Golden State Warriors basketball team's point guard Stephen Curry, nicknamed the "Babyfaced Assassin", and his signature athleticwear brand could lead to slam-dunk sales for Under Armour in its bid to steal market share from long-time champ Nike (NKE) and its Jordan brand.
"It's just the start," Under Armour founder and CEO Kevin Plank told TheStreet at the launch of the Curry One sneaker on Feb. 12 regarding his plans for the brand.
Since the Curry One sneaker launched in February in two color variations, Under Armour has introduced a signature apparel line this past spring and several more sneaker color choices.
Under Armour has also complemented its Curry One sneakers with brightly-colored performance socks, as well as assorted t-shirts with catchphrases associated with Curry, such as "unguardable" and "beyond the arc."
An Under Armour spokesman declined to confirm future sneaker release dates via email, but did point out that a low-top version of the Curry One will debut this summer. Meanwhile, says the spokesman, Under Armour will "continue to build on its signature apparel line in coming years."
That could mean anything from Under Armour offering lightweight North Face-like jackets emblazoned with the "SC " logo, or perhaps a series of casual low-top sneakers in the mold of recent introductions from Nike's Jordan brand.