# Professor Alvin Lieberman comments on Nike and Under Armour's partnerships with NBA players

1 Faculty News December 11, 2015 ![OZY logo](/sites/default/files/styles/246w/public/assets/images/ozy192x144.jpg?itok=GNkYVaPM)>

Excerpt from [OZY](http://www.ozy.com/acumen/are-curry-ones-the-new-air-jordans/66647) -- "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](http://www.stern.nyu.edu/faculty/bio/alvin-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."'

[Read more](http://www.ozy.com/acumen/are-curry-ones-the-new-air-jordans/66647)