The competition for athletic apparel and sponsorship dominance is far from over. However, Under Armour definitely has a great understanding of which athletes they're targeting and how they are marketing each player. Sales jumped 754% after Curry debuted his signature shoe. However, Nike still controls nearly 50% of the footwear market share in the U.S. with revenues of $18 billion and Under Armour only has 2% of that market, with $3 billion in revenue in 2015.