Latest Sports Scores

Scoreboard

  • ALL
  • NBA
  • MLB
  • NHL
  • NBA
  • 5/26 9:00 PM EDT
    GS0
    SA0
  • NHL
  • MLB
  • 5/26 7:05 PM EDT
    Oak0
    NYY0
  • 5/26 7:05 PM EDT
    SD0
    Was0
  • 5/26 7:05 PM EDT
    Cin0
    Phi0
  • 5/26 7:05 PM EDT
    NYM0
    Pit0
  • 5/26 7:07 PM EDT
    Tex0
    Tor0
  • 5/26 7:10 PM EDT
    Sea0
    Bos0
  • 5/26 7:10 PM EDT
    KC0
    Cle0
  • 5/26 7:10 PM EDT
    LAA0
    Mia0
  • 5/26 8:10 PM EDT
    Det0
    CWS0
  • 5/26 8:10 PM EDT
    Ari0
    Mil0
  • 5/26 8:10 PM EDT
    TB0
    Min0
  • 5/26 8:10 PM EDT
    Bal0
    Hou0
  • 5/26 8:40 PM EDT
    StL0
    Col0
  • 5/26 10:10 PM EDT
    ChC0
    LAD0
  • 5/26 10:15 PM EDT
    Atl0
    SF0
  • 5/26 5:10 PM EDT
    Det0
    CWS0
  • 5/26 8:40 PM EDT
    Det0
    CWS0

Stephen Curry isn't helping Under Armour in an important market

Why Stephen Curry Left Nike for Under Armour

Stephen Curry has done huge things for Under Armour, but he still can't make their shoes cool enough for collectors.

The Golden State Warriors star and two-time NBA MVP has helped the sports retailer's show sales explode and, according to Morgan Stanley, could end up making a $14 billion difference to Under Armour's value.

Unfortunately, however, Curry has been unable to help Under Armour crack into one of the trendiest markets: resale.

The resale market is largely made up of fans called "sneaker heads," noted Jefferies analysts Edward Plank and Randal Konik in a write-up of a recent conference call with clients. The resale market has exploded in recent years, hitting $1 billion last year according to Josh Luber, CEO of shoe resale marketplace StockX, who spoke with the Jefferies team.

While not a direct indicator of future retail sales, according to Plank and Konik, these fans help drive taste and can generate hype for certain shoes which will bring more attention to the brand and "continue to drive demand for sneakers."

While Curry has helped Under Armour bite into the massive piece of the pie in the retail shoe market that is controlled by Nike and their Jordan brand, the analysts said that the Curry shoes have failed to help in the resale market.

PEEK INSIDE STEPHEN CURRY'S HOUSE:

21 PHOTOS
Inside Steph Curry's house for sale
See Gallery
Inside Steph Curry's house for sale

1. It's big

(Photo by Nate Denny/Open Homes Photography via Mashable)

2. Real big

(Photo by Nate Denny/Open Homes Photography via Mashable)

3. Basketball court: Major key

(Photo by Nate Denny/Open Homes Photography via Mashable)

4. For relaxing moments

(Photo by Nate Denny/Open Homes Photography via Mashable)

5. And more relaxing moments

(Photo by Nate Denny/Open Homes Photography via Mashable)

6. Relaxation seems to be a theme here

(Photo by Nate Denny/Open Homes Photography via Mashable)

7. Nice entryway

(Photo by Nate Denny/Open Homes Photography via Mashable)

8. Let me show you the door

(Photo by Nate Denny/Open Homes Photography via Mashable)

9. What do you like more?

(Photo by Nate Denny/Open Homes Photography via Mashable)

10. The ambience?

(Photo by Nate Denny/Open Homes Photography via Mashable)

11. Or the decor?

(Photo by Nate Denny/Open Homes Photography via Mashable)

12. It's tough to choose

(Photo by Nate Denny/Open Homes Photography via Mashable)

13. This room is nice, though

(Photo by Nate Denny/Open Homes Photography via Mashable)

14. Forested!

(Photo by Nate Denny/Open Homes Photography via Mashable)

15. Apartment-sized bedroom

(Photo by Nate Denny/Open Homes Photography via Mashable)

16. With a fireplace

(Photo by Nate Denny/Open Homes Photography via Mashable)

17. So classy

(Photo by Nate Denny/Open Homes Photography via Mashable)

18. So elegant

(Photo by Nate Denny/Open Homes Photography via Mashable)

19. Mrs. Curry's kitchen

(Photo by Nate Denny/Open Homes Photography via Mashable)

10. Ciao!

(Photo by Nate Denny/Open Homes Photography via Mashable)

HIDE CAPTION
SHOW CAPTION
of
SEE ALL
BACK TO SLIDE

"While there's no denying the success of the Curry franchise at retail, the lack of its collectible appeal at present is because the company largely hasn't aimed to constrict supply," said the note. "Additionally, the shoe is known more for its technical qualities than for its street vibe."

Indeed, the most recent Curry Two has garnered serious jeers from sneaker officiants and casual fans alike when they were released in June.

While Plank and Konik saw this as an opportunity for Under Armour to run more limited releases and increase it's brand awareness, it also indicates some of the weaknesses of the company right now.

"As the franchise matures, diversification could be a play for UA to extend the power of the Curry brand," said the analysts. "But for now we remain cautious on the stock given tough sales compares against high expectations and very expensive valuation."

So perhaps Curry could one day help improve Under Armour's standing with sneakerheads, but not with his current offerings.

Follow AOL Sports on Facebook, Instagram and Twitter.

Read Full Story

Sign up for Breaking News by AOL to get the latest breaking news alerts and updates delivered straight to your inbox.

Subscribe to our other newsletters

Emails may offer personalized content or ads. Learn more. You may unsubscribe any time.