Under Armor is experiencing a massive uptick in shoe sales, and the growth is due in large part to the success and popularity of brand frontman and NBA MVP Stephen Curry.
UA's basketball shoe sales in America have increased over 350 percent year-to-date, according to Morgan Stanley analyst Jay Sole.
"[The company's] Stephen Curry signature shoe business is already bigger than those of LeBron, Kobe, and every other player except Michael Jordan," Sole told BusinessInsider.com.
UA stock, as of Friday, is trading at just over $83 a share -- up from $40 per share when they hitched their trailer to Curry in October of 2013.
Sole offered two potential scenarios for Under Armor, each dependent on whether or not Curry can continue his world-beating success.
Under normal circumstances, Sole issued a $64 target price for Under Armor and a $14.1 billion valuation, arguing that the stock is too expensive with a price-to-earnings ratio of 65.
"If Curry is the next Jordan, our call will likely be wrong," Sole acknowledged.
If Curry keeps it up, Sole sees a target price of $127.50 per share and a valuation of $28.2 billion -- numbers that would make UA "the world's No. 2 athletic brand," according to Sole.
(This scenario he refers to as "Spicy Curry".)
According to Sole's two cases, "The Curry Effect" could account for up to $14.1 billion for Under Armor.
Curry, 27, leads the NBA this season averaging a career-high 30.7 points per game. The defending MVP is the front-runner for to repeat and claim this year's award.
As the race toward the postseason continues, Warriors fans aren't the only ones pulling for Curry.