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The Steph Curry difference for Under Armour: $14B

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Golden State Warriors guard Stephen Curry prepares to give his shoes to a child after a game in the 2014 playoffs. (Mark Humphrey/AP)
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Stephen Curry is having a whirlwind of a season behind the 3-point arc that is turning into a windfall for the footwear company that signed him in 2013.

Morgan Stanley analyst Jay Sole estimates Curry could net Under Armour about $14 billion more in market cap value should his transcendent play continue, in a report covered by Bloomberg. 

“We also note Curry is arguably the NBA’s most popular player,” Sole wrote. “Kids who are buying his shoes probably want to purchase a little piece of Curry’s greatness, no matter what brand he is associated with.”

Although Under Armour ranks behind Nike in the basketball category of the sportswear industry, Curry’s signature shoe has surpassed those of fellow superstars LeBron James, Kevin Durant, Kobe Bryant and every other active NBA player in annualized sales.

And what did Sole title his bull case for the UA stock? “Spicy Curry,” of course.

       
       
   
   

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