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Under Armour isn't one of the coolest sneaker brands, focusing strictly on performance footwear that eschews the needs of a style-conscious consumer. But the company has seen a large sales spike in recent times, and a portion of it is due to having Golden State Warriors point guard Steph Curry on its roster of endorsed athletes.

In a recent report by Fortune, Under Armour has shown a 40 percent increase in footwear sales in the second quarter of the year. The publication says, "Sales for that category were helped by expansion in the running business and ongoing excitement around Curry’s signature shoes."

Some people, specifically industry analyst Matt Powell, have called Curry's first sneaker with Under Armour the brand's first "street shoe," meaning it has appeal off the courts. It's hard to predict if this effect will rub off onto other elements of the brand, but numbers don't lie.