Nike reports quarterly earnings this afternoon. Analysts have high expectations.
But could reigning NBA MVP Steph Curry, and his deal with Under Armour, pose a threat to the sports giant?
Under Armour has seen a huge increase in basketball shoe sales.
"I think every brand can be successful in this space," said Matt Powell, a sports industry analyst at The NPD Group. "I just don’t think any brand catches Nike."
Powell said Nike controls more than 90 percent of the multi-billion dollar market for basketball shoes.