Stephen Curry's decision to leave Nike for Under Armour in 2013, despite Nike's established dominance, is examined. Nike's flawed pitch meeting, which included mispronouncing Curry's name and using a recycled presentation, contrasted sharply with Under Armour's offer to build a basketball brand from the ground up. This risk paid off enormously, transforming Under Armour's basketball line and making Curry's signature shoe a top seller. Curry's success has not only boosted Under Armour but has also inspired other athletes and entrepreneurs. The partnership continues to thrive, attracting new talent and solidifying Under Armour's market position.

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