Stephen Curry's Brand Could Usher In a New Era at Under Armour

The partnership with the NBA star could go a long ways toward repairing the company's image

Look out Air Jordan.

This week, the Golden State Warriors’ Stephen Curry became the latest athlete to debut his own brand in partnership with a major apparel label—Under Armour. The deal is similar to Nike’s with Michael Jordan and LeBron James, widely considered to be the two greatest basketball players of all time. Curry’s a fitting addition to their ranks: While who rounds out the top three is often debated, Curry is overwhelmingly considered a first ballot hall of fame contender.

The

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