This report uses the HVM™ (Hookit Valuation Methodology) to measure and track the Earned Media Value by Steph Curry for Under Armour and LeBron James for Nike during the seven games of the 2016 NBA Finals.
All content and engagement data used for the valuation was aggregated
from the social media posts of NBA players, teams, media, fans, and the NBA. All analyzed posts contained hashtags and mentions relevant to
Steph Curry or LeBron James.