Under Armour's sales booming behind Curry's signature shoe

Locking up reigning NBA MVP Steph Curry on a long-term endorsement deal continues to pay tremendous dividends for Under Armour.

The apparel company saw a 30-percent revenue surge in its first quarter, powered in large part by Curry's signature shoe, Forbes reports. This comes after a reported year-over-year growth of 31 percent last quarter.

Under Armour shoe sales specifically jumped 64 percent during the quarter, which CEO Kevin Plank attributed to the "remarkable success" of the Curry sneaker line - the most profitable of the company's athlete-endorsement product lines.

Curry signed with Under Armour in the summer of 2013, when Nike - Curry's incumbent sponsor - declined to match an offer reportedly worth less than $4 million annually. Then, after his Golden State Warriors won the NBA championship last season, Under Armour extended Curry (for an undisclosed price) through 2024.

His potential worth to the company was recently valued by Business Insider at $14 billion.