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Under Armour, sponsoring NBA youth events, looks to make basketball inroads

Under Armour, sponsoring NBA youth events, looks to make basketball inroads

Michael Jordan played his last NBA game in 2003, but his Nike-trademarked "Jumpman" silhouette ball in hand, floating to the basket — still looms over discussion of the Nike-dominated U.S. basketball shoe market.

Targeting rising stars, Under Armour hopes its basketball footwear business can take flight as well, in the United States and overseas. In August, the Baltimore-based apparel and footwear company announced it was becoming the title partner of the NBA draft combine.

This week, a second piece of Under Armour's strategy will be on display — its multi-year partnership with the NBA's youth basketball program, which is staging more than 100 events...

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