re: Under Armour has offered Kevin Durant a 10 year contract worth 265-285 million

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means that Under Armour would be devoting nearly 10 percent of its current annual marketing budget on him.

thats pretty ballsy

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True, but they're trying to grow their basketball revenues from a minuscule percentage and gain market share. You don't do that without making waves and taking chances.

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Although Under Armour has given investors guidance that it might hit $3 billion in revenues this year, only about one percent of that is from basketball shoes

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This is the main reason they're making a huge play for basketball. Basketball will only grow in popularity in the next 20 years.