Before The Golden State Warriors were champions of the National Basketball Association, before they were undefeated, before point guard Stephen Curry was the NBA’s Most Valuable Player and fully emerged as a virtually unstoppable human highlight reel: Under Armour Chief Executive Kevin Plank made known his goal to “build a $1 billion basketball brand” starting with Curry.

So far this 2015-2016 NBA season, Curry has amazed and astonished. He’s averaging 32 points a game, six assists, shooting 52% from the floor and 46% from the 3-point line.

On Wednesday, the Warriors traveled to Curry’s hometown, Charlotte, North Carolina to play against the Hornets. Curry put on a show, scoring 40 points, 28 in just the third quarter., and the rival fans couldn’t help but “ooh” and “ah.”

The Warriors won the game 116-99, and are 20-0 to start the year, setting a new NBA record for best start. The previous record, held by the Houston Rockets, was 15-0.

Wednesday night’s game was Dell Curry Appreciation Night. Dell Curry, Stephen Curry’s father, played in Charlotte from 1988 to 1998.

“Stephen has turned into one of sports most tremendous stars... he is a once-in-a-generation talent,” Peter Murray, Under Armour’s UA, +4.93% vice president of global brand and sports marketing, told MarketWatch. “We launched our basketball brand about five years ago, and it started in grassroots. Steph is the perfect athlete to help grow the brand: that DNA, the characteristics and what embodies Steph and Under Armour, the underdog mentality. We’re on a journey together and I feel like we’re just getting started.”

In the third quarter, ending Sept. 30, revenue increased 28% compared with the same period a year ago, led by strong footwear sales. Revenue for the segment increased 61% in the quarter compared with last year. And since Curry was named the NBA’s MVP in May, Under Armour’s shares have gained nearly 13%, and are up 25% in the year to date.

“Over the past year, three Under Armour athletes have transcended their sports and become known by just their first names; Stephen, Misty and Jordan,” Under Armour chief Kevin Plank said during a call with analysts in July. “These three athletes have combined to teach us one incredibly valuable lesson: that we need to think bigger.”