On June 16, The Houston Chronicle published a story with a headline that is the stuff of publicists’ nightmares: “Stephen Curry's Under Armour Shoes Among Ugliest Basketball Shoes of All-Time.” The latest sneaker the sportswear giant released in conjunction with the NBA MVP, the all-white “Chef” Curry 2 Lows, had received a brutal, near-universal roasting everywhere from the feeds of Twitter trolls and sneaker blogs all the way to the late night monologues of Jimmy Fallon and Stephen Colbert. The general consensus was that they were, in a word, awful.

But save for some embarrassment—and allegedly, a few people’s jobs—one unfortunate-looking sneaker doesn’t matter that much. Under Armour, founded by current CEO Kevin Plank in 1996, is on track to sell $160 million worth of Curry’s shoes in 2016, according to Morgan Stanley, and the company has set their own goal of reaching $7.5 billion in overall sales in 2018. It did, however, hurt in one area where Under Armour hasn’t gained much ground, unlike competitors Nike and Adidas: reaching the fashion-forward consumer, who expects more from their athletic brand than functional compression shirts and serviceable cross-trainers.