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Stephen Curry Is Battling the Clock to Win Over Sneaker Fans

The Golden State Warriors guard is rushing to capitalise on his athletic triumphs by bringing his brand off the court and on to the streets through his partnership with athletic-wear maker Under Armour Inc.
Stephen Curry of the Golden State Warriors will launch a brand with Under Armour.
Curry's efforts to come up with a product that appeals to committed sneakerheads haven’t kept pace with those of basketball legends like Michael Jordan. (Ezra Shaw)

Time is running out for Stephen Curry.

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Further Reading

How Athletes Went From Selling Merch to Building Fashion Brands

High-profile athletes used to make money by inking licensing deals with retailers that use their names on jerseys and shorts. Today, sports stars like Russell Westbrook and Megan Rapinoe are launching their own labels, with full financial and creative control.

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