Under Armour Is the NCAA Tournament's Real Cinderella Story
J Thoendell stashed this in Business
Under Armour Inc., which has a best-in-company-history six schools wearing its shoes and jerseys in the National Collegiate Athletic Association tournament, definitely cares. Founded as a sports-apparel maker and forging a path in a sneaker industry dominated by Nike Inc., the company is gaining traction in basketball — one of footwear’s fastest-growing segments — helped by the devotion of consumers known as sneakerheads.
Under Armour, which sold its first shoe in 2006, last month debuted its first basketball sneaker tied to a specific player, the National Basketball Association’s top All-Star vote-getter, Stephen Curry.