Under Armour Inc (NYSE:UA) may not have the same star power on board as Nike Inc (NYSE:NKE), in terms of endorsements, but this does not mean the company isn’t trying to make up ground in this area of its business.

With each passing year, Under Armour closes the gap on Nike. With the way Stephen Curry has been playing for the Golden State Warriors, he may be the superstar that takes the company to the next level.

At this point in his career, Curry may not be in the same class as players such as LeBron James (part of the Nike team). That being said, he is carving out a space in the league as one of its best players. Yesterday, for example, he put up 33 points in his team’s first round game against the Los Angeles Clippers.

What can Under Armour Inc (NYSE:UA) do?

Many people are unaware that Curry is part of the Under Armour team. The reason for this is simple: the company does not do a good enough job getting this in front of the world. Obviously, this has never been an area in which Nike Inc (NYSE:NKE) has struggled. Since the days of Michael Jordan, Nike has spent a lot of time, money, and resources pushing its athletes through a variety of means, including commercial spots (such as this one with James).

Make no bones about it, Curry is the biggest NBA star in the Under Armour Inc (NYSE:UA) portfolio. The company has signed others, such as Kemba Walker and Greivis Vasquez, but these guys simply don’t have the same name recognition as Curry. Not to mention the fact that they are not performing at the same level on the court.

At this time, it is hard to imagine a situation in which Under Armour is able to steal away some of the biggest names from Nike Inc (NYSE:NKE), such as LeBron James. Does this mean the company has to sit back and be dominated? Of course. With Curry at its disposal, there is a bullet that can be shot at any point. The question remains: when is Under Armour going to get serious about using Curry as its poster boy for consumers who are interested in the NBA?

If there is anything Under Armour Inc (NYSE:UA) can learn from Nike Inc (NYSE:NKE), it is this: there are many ways to milk big time athletes to increase sales and profits. Is this a change the company will institute sooner rather than later?

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