Professor Alvin Lieberman comments on Nike and Under Armour's partnerships with NBA players
— December 11, 2015
Excerpt from OZY -- "Nike ... opted not to renew Curry’s contract when it came up two years ago — right before his title-winning MVP performance. 'You make a decision on an athlete, and then keep your fingers crossed,' says Lieberman. Now, Under Armour has Curry through 2024, with CEO Kevin Plank publicly saying he wants to create a 'billion-dollar basketball business' around the diminunitive point guard. For now, Nike still holds 95 percent of the $5.2 billion basketball shoe market, and Lieberman is skeptical one athlete is enough to shift the balance of power."'