NBA Most Valuable Player Award
Under Armour has a partnership with NBA athlete Stephen Curry, who is considered to be the "face of their footwear line". Originally signed to Nike, Curry joined with Under Armour in the 2013 offseason. As Curry became a two-time NBA Most Valuable Player Award winner and one of the most popular athletes in the world, sales of his shoes have become a major factor for the Under Armour brand, with stock prices rising and falling based on the success of the Curry shoe line.