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Under Armour is picking winners Now the company's endorsers include not just pro football and basketball Most Valuable Players, but a small army of athletic mega stars who have helped Under Armour become one of America's most formidable sportswear empires. But a new challenge has arisen: After record setting, history making accomplishments for Tom Brady, Misty Copeland, Stephen Curry and Jordan Spieth, expectations for Under Armour are higher than ever nike d r s and the competition isn't backing down. "There's no sense of slowdown from our perspective. Momentum is contagious, and it builds on momentum, and we want to be right in the middle of that," said Adam Peake, Under Armour's executive vice president of global marketing. The challenge is "prioritizing the priorities, each one on their own merits the ones we really go after," he said. Under Armour's stock has gone up nearly 50 percent over the past year, closing at Monday, amid strong endorsement signings and skyrocketing sales. Revenue has grown from about in 1996 to more than $3 billion last year. But the company's biggest gains came from its athletes, who grabbed trophies, headlines and airtime, all while flexing Under Armour's brand. This year began with Under Armour endorser Brady leading the New England Patriots to a Super Bowl victory. Open golf titles, and missed qualifying for a playoff at the just completed British Open by one shot. In between, Copeland became the first African American ballerina to reach the highest rank of the prestigious American Ballet Theatre, drawing attention to her viral ads for Under Armour and giving the company yet another victory lap. "Bringing on Misty Copeland," Adrienne R. Lofton, the company's senior vice president of global brand marketing, said last month, "is the best decision we've ever made." The company has ridden their accomplishments all the way to the bank, most notably with Curry, who led the Golden State Warriors to the National Basketball Association championship last month. The company released its first basketball shoe this year, the Curry One line, and already all of them have sold out online. In April, founder Plank said Curry would push the company past its "pretty limited expectations" of a $100 million hoops business into "a $1 billion basketball brand." It's a dramatically risky shot to take: Under Armour's basketball business would need to grow 30 percent a year for the next decade to hit the capital B billion. And nike 4.0 Nike's Jordan brand remains a titan, controlling 90 percent of America's basketball shoe market. Under Armour may be aiming for more than just a turf war with Nike. With its announcement last week of a new line of sports bras, the company is challenging such "athleisure" and active wear giants as Lululemon and Victoria's nike 7 distance short Secret. Under Armour's "total addressable market is very big," a Morgan Stanley analyst report said last week, "and bigger than thought just last year." But Matt Powell, an industry analyst for market researcher NPD Group, said the company can't rely on this year's big wins. "The pressure is on now: Can they keep the product flowing?" Powell said. "They've got to have continually great product. There's no place to hide here anymore."2014 revenue.