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Under Armour Stephen Curry Two sneaker sales are up 350 percent in 2016.

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Under Armour’s cunning paid off. With an assist from Bazemore, who proved an able pitchman, the company signed Curry to a long-term contract, locking in the diminutive guard as he graduated from All-Stardom to superstardom.

The Curry Two, the current iteration of his signature sneaker, has been a massive retail success. A March Morgan Stanley note, first described by Business Insider, reported that Under Armour’s basketball shoe sales were up a massive 350 percent year to date.

While an analyst from the research firm NPD Group told Quartz that he’d still bet on Nike stalwart LeBron James outselling Curry this year, Morgan Stanley projected that Steph will zoom past LeBron in 2016, with annual sales of Curry’s shoes trending toward $160 million. That would leave the Golden State Warriors guard trailing only Michael Jordan, who in retirement remains by far the biggest name in athletic footwear.

These impressive sales numbers come with one big caveat: Curry’s signature shoe has almost no cultural cachet.

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